H&R Block CMO on Full-Funnel Marketing with Amazon Ads

Understanding the H&R Block Customer

• 🎯 H&R Block, a 70-year-old financial services brand, focuses on delivering ease, expertise, empathy, and value to its customers.
• 💡 The brand recognizes that tax moments are often tied to significant life stage events such as marriage or buying a home.

Blurring Lines Between Entertainment and Commerce

• 📈 The strategy begins with understanding the audience's engagement on various platforms.
• 💬 Content creation aims to be non-disruptive to the user experience, meeting audiences where they are.

H&R Block's Full-Funnel Campaign with Amazon Ads

• 🚀 A full-funnel campaign was executed with Amazon Ads to prove its effectiveness, integrating storytelling with performance marketing.
• 📺 The campaign utilized Amazon's DSP for display ads and expanded to include streaming content and platforms like Twitch to highlight H&R Block's differentiated solutions.
• 📊 This approach resulted in a 140% lift in conversion and a 25% improvement in cost per return.

The Future of Marketing Measurement

• 🔑 Marketers are encouraged to build full-funnel plans to ensure upper-funnel demand has a place to land.
• 📊 Amazon Marketing Cloud is highlighted as a valuable tool for assessing the impact of full-funnel strategies.
• ✅ The importance of measuring both brand and performance marketing from the outset is emphasized, as marketers treasure what they can measure.
• 💬 The core marketing principle remains: great storytelling meets performance marketing to win with the audience.