H&R Block: Get your taxes won with Watson

H&R Block, a consumer tax services provider, stopped client decline in the US by partnering with IBM Watson to use artificial intelligence as a marketing strategy.

Agency: Internal H&R Block

Product Description

H&R Block is a consumer tax services provider. Tax preparation services are provided by professional tax preparers in approximately 12,000 offices and through H&R Block tax software and online products for the DIY consumer. The 2016 tax season saw H&R Block lose clients and market share in both the assisted and DIY channels. HRB needed a compelling marketing strategy to disrupt the category, drive clients back to the brand and increase client satisfaction scores.

Objective of the Campaign

H&R Block's main competitor was emphasizing the ease of doing taxes with their solution, 'just...

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Insights Team
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