Tax Down and Native Media: success of the 2024 tax campaign with expert legal influencers

ABOUT TAX DOWN

Spanish company Tax Down is an official collaborator of the Spanish Tax Agency, and an expert in the online tax advice sector. Its aim is to provide taxpayers with a digital service that allows them to complete their tax returns easily, guaranteeing the best results with the application of all corresponding tax deductions.

ABOUT NATIVE MEDIA GROUP

With over seven years' experience in the industry, Native Media Group is positioned as one of Spain’s leading independent influencer marketing consultancies, providing influencer representation and digital marketing services. Its business model follows a strategic plan for growth and expansion in national and international influencer marketing, content production, strategic communications and talent representation.

THE CAMPAIGN: POSITIONING TAX DOWN AS THE LEADING PLATFORM FOR THE SECURE FILING OF TAX RETURNS.

Tax Down, the leading platform for the secure provision of tax return services, aims to ensure maximum savings for its customers by applying the relevant deductions. The platform is supported by expert advisers who examine each tax return in detail and provide support to customers. It offers customers a subscription plan that guarantees a tax return done right under expert supervision.

Once again this year, Tax Down teamed up with Native Media Group to launch its influencer marketing campaign. The campaign aimed to leverage expert legal profiles to bring brand value and credibility to Tax Down’s messages, promoting its unique offering to the Spanish market.

CHALLENGE #1: RAISE AWARENESS OF TAX RETURN SERVICES AT THE START OF THE SPANISH TAX CAMPAIGN.

On Wednesday, April, 2024, the Spanish Tax Agency launched its annual income tax declaration and return campaign, providing taxpayers with the ability to formalise their tax returns.

Tax Down’s challenge was to raise awareness of its services as intermediaries and facilitators for taxpayers in order to make the tax declaration and return process easier. From the launch, the influencers had a presence on platforms such as Instagram and TikTok, which enabled them to publicise the Tax Down service, as well as the benefits and opportunities of filing tax returns.

What does the Tax Down platform offer? The submission and review of the tax declaration by a tax advisor, and consulting advice by direct chat, via email and Whatsapp with a response within minutes and expert support.

Creators engaged for the campaign were asked to detail and review each service in content produced for the brand.

CHALLENGE #2: simplify the complex subject of tax returns

In the saturated financial management app market, standing out from the crowd could be a daunting task for Tax Down if not for the innovative influencer marketing campaign run by Native.

Tax returns are an intrinsically complex subject, full of legal and financial terms that can be intimidating for the general public. Tax Down, designed to facilitate this process and maximise tax benefits, needed to communicate its value proposition in a clear, engaging and professional way. Native was tasked with identifying and collaborating with specialist influencers who could translate this complexity into accessible and engaging messages for a broad and diverse audience.

‍THE SOLUTION: WORK WITH SPECIALIST INFLUENCERS TO OFFER HIGH-QUALITY, TRUTHFUL AND INFORMATIVE CONTENT.

The key to meeting this challenge was the right profile hunt. Native selected seven content creators, each with a distinctive audience and focus:

1. @Lawtips (1.04M Instagram followers): the most followed Spanish lawyer on social media.
2. @Atrenzados (1.5M TikTok followers): professional finance influencer.
3. @un_tio_legal_ (611K Instagram followers): legal specialist with a focus on freelancers and small business owners.
4. @jaspeante (683K Instagram followers): technology expert, able to highlight the technological advantages of Tax Down.
5. @minervacherto (957K TikTok followers): education communicator, geared towards a young audience.
6. @montse_cespedosa (178K Instagram followers): expert in finance and real estate.
7. @leyesconsebas (242K TikTok followers): lawyer who spreads the message through her networks.

The campaign was divided into stages, each led by different influencers in order to maintain interest and provide key information in a structured way.

1. Kickoff: News and attraction

LawTips and Atrenzados kicked off the campaign by addressing the new features of Income Tax 2024, such as maternity allowances, subsidies for the purchase of an electric car and the gym allowance. Their content, designed to capture initial attention, succeeded in generating significant buzz by simplifying complex concepts and presenting them in a visually appealing way.

2. Education: obligations and benefits

A Legal Uncle took up the baton, focusing on those who are obliged to file a tax return, with an emphasis on the self-employed and small business owners. His detailed explanation demystified the process and clarified tax obligations.

‍3. Technology: promoting the application

Jaspeante presented Tax Down as a superior alternative for completing tax returns, highlighting the use of artificial intelligence to optimise results. This phase focused on highlighting the innovation behind the application, attracting a more tech-minded audience.

4. Informative: deductions and benefits

Minerva Chertó provided information on the start of the income tax campaign and the many national and regional deductions that the Renta Web draft did not include, educating a younger audience less familiar with public administration.

5. Montse Cespedosa and Leyes Con Sebas focused on housing-related deductions, appealing to those interested in financial and property matters, ensuring that information on specific deductions was clear and accessible.

In total, the seven chosen influencers produced 13 pieces of content in the form of Instagram Reels and TikToks, engaging audiences on both platforms. The results were very positive, with a total of 3.83 million impressions and an EMV of €181,060.

The combination of these profiles enabled Tax Down to reach a wide range of audiences, with each segment getting relevant information presented in a way that resonated with their specific interests and needs. The campaign not only generated a significant increase in downloads of the app, but also improved general awareness of the tax benefits available and the ease of use of Tax Down.

This influencer marketing campaign is an example of how a well-conceived and executed strategy can transform a complex topic into engaging and accessible content. Thanks to a careful selection of profiles and strategic communication planning. Native succeeded not only in simplifying the subject of tax returns, but also in positioning Tax Down as the market-leading application.

MAXIMISE THE IMPACT OF YOUR CAMPAIGN THROUGH QUALITATIVE AND QUANTITATIVE PROFILE SELECTION.

The 2024 tax return campaign presented us with the challenge of selecting profiles that were not only professional and expert in different subjects, but also had a good credibility score ratio and good average viewing data. All these KPIs were measured using Kolsquare, the main tool used by Native to manage its campaigns since 2022.

The incorporation of Kolsquare is a big step for Native to adapt to the new needs of the market and the immediacy demanded by the sector, added to the possibility of measuring the projection of campaigns in real time.

‘Kolsquare has meant a before and after in influencer marketing actions, from profile management and research, to exhaustive analysis of profile metrics in real time,’ comments Cristina Garcia, Head of Brands at Native.

‘Specifically in this campaign Kolsquare was decisive in being able to raise profiles of influencers and demonstrate through the supporting data extracted from the tool their good results, a 39.24 K of engagement and 84% of credibility of the campaign audience, one of the main KPIs of this action’.