The Stache Act
February 20-April 15
H&R Block needed to connect with young tax payers, so it tapped agency Elasticity to increase brand awareness among 21-to-35-year-olds.
Aaron Perlut, Elasticity managing partner, leveraged facial hair advocacy group the American Mustache Institute, where he is president, as a marketing platform for the campaign.
On February 18, a press conference introduced the "Million Mustache March" in support of the Stache Act, which would provide up to a $250 annual tax refund for mustached Americans. "It brought up a very real issue of tax breaks for special interests in a humorous way," explains Perlut. Elasticity leveraged social media to drive traffic to H&R Block's Facebook page where users could "mustache" themselves as part of the fun.
For every participant H&R Block pledged money to Millions From One, which provides people with clean drinking water. On April 1, more than 350 people participated in the "Million Mustache March" on Capitol Hill.
H&R Block filed 4.5% more taxes in 2012, marking the highest number of customers in the company's history. Nearly 44,000 people mustached themselves, and H&R Block donated $10,000 to Millions From One.
Media placements included CNN, Forbes, ABC, Bloomberg, NBC, and NPR. Forbes reported that H&R Block's buzz rating climbed from eight to 22.
Elasticity expects to return to the campaign next year.