Reverse Engineer – IntuitTurbo

While browsing through the wonderful, never ending, time consuming stream of videos on Facebook, this ad for IntuitTurbo caught my attention.

IntuitTurbo Facebook ad

What is the main purpose of the ad?

The main purpose of this ad is to help the viewer see that everyone has financial struggles and that it is okay to talk about it and learn about those financial problems with others. The main goal is to get the user to click on the “learn more” button on Facebook which then directs them to IntuitTurbo’s website. On this website it shows the viewer all of the services provided through TurboTax to get your credit score and see how a lender views your financial status. In the end, this video is intended to lead you to sign up to get your credit score and other important financial information.

What is this ad’s strengths?

This ad does a great job of getting the viewer to think of their own financial standing as they watch this video. There are many, if not all, questions that the viewer can relate to and see that others are dealing with the same problems as well. Each person in the video is at a different stage in their life. At the end of the video, you see all of the people come together in the small circle which helps the viewer to see that we are all pretty much in the same standing when it comes to knowledge and stresses about finances. This ad does a great job of making the viewer connect.

What is this ad’s weaknesses?

I didn’t really understand what IntuitTurbo was trying to sell to me or get me to do until the very last second of the video. I’m not sure if this is a kind of strategy to get the viewer to watch the whole thing, but I like knowing what I am in for if I am going to invest a whole 1 minute and 31 seconds of my precious time into an ad, when I could be watching videos about cats and dogs. The purpose of “see where you truly stand” placed at the end seemed vague and I wouldn’t have clicked on it unless I was doing this analysis.

What is the ad trying to accomplish with its design?

As I mentioned previously, the ad is trying to connect with the viewer. It causes them to think about what their standing is financially and that they aren’t alone in this difficult journey. It also doesn’t feel like an ad at first which enticed me to watch the whole video. In my opinion, this was their greatest strength.

What metrics will be used to determine if the ad is successful?

The metrics used to determine if the ad is successful could be based on the number of likes and shares that the post receives. In a week, the video has been viewed 510K times, with 737 reactions, and shared 200 times. Compared to other advertisements that I have seen, the number of shares seems like a lot. The reactions are also fairly positive (no angry reactions) which isn’t something that I always see on ads placed on Facebook. However, the best determining factor of success would be to see how many users clicked to “Learn More” about the video. I’m not sure if this is a feature that is recorded on Facebook.

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