TaxDown

The Objective

Increasing engagement with a successful Spark Ads campaign

TaxDown is Spain's leading online income tax solution for people filing their tax returns. It simplifies filing tax returns, saves taxpayers money, and offers reliable advice and expert support. On average they save each client more than €350 on their tax return.

TikTok's active and rapidly growing personal finance, crypto and investment community made it a perfect fit for their service. They could use short and accessible video content to talk about complicated topics like tax returns in an engaging, fun way.

They launched a four-month campaign using Spark Ads to consolidate their leading market position. Their aim was threefold; increase interest rates in their revolutionary product during the tax season, reach as many people as possible, and convert them into active clients.

The Solution

Boosting organic content through Lead Generation

TaxDown realised that TikTok would be highly effective in helping them reach their business goals. They could scale their client acquisition as no other channel could within their KPI expectations.

When they created their organic account, it quickly grew thanks to a mix of creating customised TikTok content and consideration-Community interaction campaigns. Right from the start, they were impressed at how fast the community and engagement grew.

Tax returns in Spain see most people using the free tax preparation software the tax authorities offer. But it's not always 100% accurate and it doesn´t guarantee the best results. It's also very technical and hard to understand, leading to frustration and errors in the results. The message for their campaign was simple. Your online tax preparation, well done, with maximum savings and zero errors takes only 15 minutes. TaxDown wanted to position itself as the friendly and helpful tax app that helps taxpayers save as much money as possible in just 9-15 questions.

The campaign started off using traditional ads and recycled other channels' creative output. It was quickly clear that the content wasn't working and having the desired impact in reaching their audience. So, TaxDown moved to Spark Ads for all their posts, using their own organic content to start with and then using creators' content.

Spark Ads were the ideal ad format to boost their reach as they leverage organic TikTok posts and their features for advertising. This unique format let TaxDown publish ads using their own TikTok account's posts and using organic posts made by other creators. As Spark Ads use posts from real TikTok accounts, it ensures that all views, comments, shares, likes, and follows gained from boosting the video for the campaign are attributed to the organic posts. The creators TaxDown chose were a mix of those they hired independently and by using the TikTok creator marketplace.

@TaxDown used interest segmentation for audience targeting, looking for things like personal finance, and investment. They soon saw that a broad audience was working well and that the new audiences they were reaching were engaging and performing just as well. Looking at the numbers, they saw that +35ys were converting at higher rates than Gen Z which helped them increase and scale out accordingly.

The Results

Sparking phenomenal tax returns

Leveraging Spark Ads with creator's content turbocharged the campaign’s results and paid serious dividends. Once they started using Spark Ads and creators' content the conversion rate jumped from 6% to 20%. They also achieved significant rates of interest with over 47 million video views and a reach of 3.2 million. Not only did the creative solution significantly decrease TaxDown’s customer acquisition costs , but it also let them scale in an unprecedented fashion. It was clear to TaxDown that TikTok had a strong influence over users' habits as many of those they reached with their organic and paid campaigns went on to become their clients.

TikTok's video engagement and the use of longer videos were key to helping TaxDown explain its service clearly to people not familiar with tax terms. And this was the campaign’s greatest impact — engaging an active community.

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