QUICKBOOKS CANADA - SMALL BUSINESS. BIG WHY - 2023
My team worked closely with QuickBooks Canada to find the right small business owners, outline the shots we needed to capture (stills and video) and make it all happen in a logical and cost effective way. We spent 10 days travelling with the clients and production partners Taylor Reid from Calgary, to Vancouver, to Toronto to Halifax and back again capturing eight amazing Canadian businesses, the “big why’s” that influenced them and how QuickBooks helps them every day.
The work was launched in late summer ‘23 as organic social, paid social and performance digital assets.
INSIGHT / STRATEGY
There’s a story behind every small business in Canada, the “BIG WHY” that was the catalyst that led them to do what they do. Discovering the “why” is interesting, but linking that to the “how” is where we bring QuickBooks in. The strategy is based around this structure: “I started my business because_______________. QuickBooks helps me _______________ so I can _______________.”
THE ASK
Create series profiling small business owners across Canada that takes the interview formula we developed for the US and expands it to give us assets to use across organic social, paid performance social and automated performance display ads.
MY ROLE
Creative Lead (ACD) - Leading the team of 12 with my Strategy Director partner Jenna - we took the structure of the organic social interview shoots Jenna does in the US (strategist and client interviewing the small business owners + establishing shots) and expanded the scope to give us assets to use in multiple channels (more business shots, SBO’s looking at QuickBooks on a device etc). I led the development of the concept, planned the shoot, attended and led the shoot (Calgary to Vancouver to Toronto to Halifax and back to Calgary in 10 days), selected assets to finish, oversaw the finishing of the assets and the creation of the finished work. I also led the post copy development with a second writer prior to deployment.
RESULTS
As of this posting the work is in market (late 2023) and is doing well. The work has been well received and the client is going to use this project as a template for future work.
