"Social-first marketing continues to pick up steam as legacy brands race to modernize their approach. Social ad spending has climbed steadily over time, but the H&R Block news is the latest signal that more organizations - including those in conventionally staid categories - are enacting bolder moves to orient their strategy around a channel that is essential for connecting with younger consumers and requires an always-on mindset compared to traditional ad campaigns."
"For 70-year-old H&R Block, the deeper relationship with VaynerMedia comes as the firm tries to shed an image largely tied to tax season, which only occupies a few months of the year. The brand hopes VaynerMedia can help it push the envelope and pivot in real time to capture relevant discussions, an embrace of risk in a typically conservative field. The partnership also aims to wed H&R's brand-building initiatives closer to performance marketing."
H&R Block is uniting social creative and media duties under one roof through an expanded relationship with VaynerMedia. The company aims to move beyond a tax-season identity toward providing trusted financial advice year-round while streamlining marketing decision-making amid changing consumer behavior. Chief Marketing and Experience Officer Jill Cress is applying a "fail fast, learn fast" ethos to enable faster, real-time pivots compared with traditional tax marketing. The initiative integrates brand-building with performance marketing, prioritizes social-first tactics to engage younger consumers including Gen Z, and treats consolidated creative and media under one partner as operationally efficient and competitively advantageous.
Read at Marketing Dive
Unable to calculate read time
Collection
[
|
...
]