TurboTax Turns Product Proof Into A Reddit-Native Reveal

  • Ahead of Tax Season 2025, TurboTax needed to earn the attention of small business owners and decision-makers—and position its software as the modern gold standard for filing with confidence.

  • Wieden+Kennedy partnered with KarmaLab to build the campaign around one of Reddit’s most curiosity-inducing behaviors: the spoiler feature. 

    We created custom content that mimicked Reddit’s UI and the Spoiler Feature animation reveal, which uncovered TurboTax proof points and RTBs. The creative scaled across Reddit as GIFs featured in promoted posts and carousels. 

    The campaign beat platform benchmarks for both CPM and CPC, while video-view rates significantly exceeded platform averages. It was proof that platform-native creative can turn product education into discovery—and deliver both scale and efficiency.

    • Creative Agency: Wieden+Kennedy

    • Production Agency: Subtropic Studios

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