H&R Block’s Tax Day Sloth Will Help Calm Your Nerves – The Buyer’s Journey 32

Tax Day can be stressful for many, but H&R block devised a method to help relax: a periscope live-stream of a sloth. We discuss this and more on today’s episode.

The Awareness Stage: A Refresher

The Awareness Stage is the first stage in The Buyer’s Journey. During the Awareness stage, a prospective customer realizes they have a need or are made aware of a problem.

A Sloth By Any Other Name

It’s Tax Day in the United States, and tensions might be running high as people rush to file their taxes. Thankfully, H&R Block has the stress relief completely covered. Enter: a sloth live-stream.

Vinoo Vijay, H&R Block CMO, told Campaign Live: “We know Tax Day can be a stressful day for a lot of people and we want to turn that idea on its head by turning April 15 into Relax Day — both by offering extended hours across the nation to support consumers until the last minute and also with a fun sloth livestream.

So, what does this have to do with The Buyer’s Journey. Well, sometimes creating Awareness and Advocacy for your brand involves doing things…a little out of the box. And that’s clearly what H&R Block is doing. H&R Block files taxes, it’s tax day, and they want you to feel at ease. If this was an ad, we could follow that with,
“The same feeling of ease you’ll get at H&R Block!”

Ultimately, we wanted to highlight a really interesting, and frankly weird, campaign and it just so happened to work out for our show today. Hopefully your tax day is going better. If not, we know just the sloth to call.

Check out our next episode where we’ll discuss a news article covering the Consideration stage of The Buyer’s Journey.

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