'Intuit charity challenge' for Intuit UK by KB49

Summary
Intuit UK is part of a global enterprise providing financial management software for small businesses. They actively engage with a vibrant online SME community, initiating discussions on key issues.

Besides their Small Business Matters blog and Small Business Britain site, they use social media to engage customers, prospects and influencers, who increasingly use social platforms for support and advice.

They wanted to test a social media campaign in a vertical segment consisting of natural networkers. Hence their choice of the charity sector.

The objective of the 'Intuit charity challenge' was to raise awareness in that sector of how Intuit QuickBooks could address its 'pain points'.

The campaign was highly interactive, marshalling charities and their networks and exposing the Intuit brand and solutions beyond the core market.

Social media was the prime driver, encouraging participants to get involved and share with their networks.

Success was judged on awareness, measured by traffic to the site and engagement, measured by participation through entries and votes.