TurboTax Cracks the Gen Z Code With Personalized Video

Taxes aren’t exactly known for sparking excitement. But TurboTax turned a routine reminder into something people actually wanted to watch. Their secret? A Next Gen Video personalized for millions of customers.

By greeting viewers by name, simplifying tax law updates, and making it interactive, TurboTax reengaged younger audiences like Gen Z and millennials, a core target market. They also dramatically increased responder rate — as much as 5x compared to their control group without Personalized Video.

Curious how they did it? This case study walks through the campaign and tactics that made it a success.