One of Intuit’s fundamental principles is to champion small business sustainability. We have a goal of helping 1m businesses sign up to the Race to Zero. Yet we know that many small businesses don’t have the necessary tools or knowledge to make themselves more sustainable. With a critical opportunity identified, over a dozen Intuit teams spanning the USA and UK developed a multi-tier awareness-building campaign to connect online with small businesses. Our COP26 campaign enabled us to strike when the iron was hot: COP26 was all over the news. So by taking centre stage in the buzz of this event, we were able to generate massive awareness of our campaign. We drove 44 million impressions, 22m views, and 198k link clicks across the campaign reaching every small business in the UK & USA at least once. On YouTube alone, our content was watched for over 1 year in back-to-back viewing time. We hosted the first-ever transatlantic Intuit QuickBooks live stream with government officials who champion sustainability for small businesses. By utilising real stories of sustainability wins in smaller businesses, we produced genuine content demonstrating how reducing carbon emissions can be accessible and achievable for all small businesses. We produced eight case study videos internally. This helped us save a considerable amount compared to briefing a creative agency to produce the content. Speaking to these businesses helped us to show that being greener doesn’t happen overnight, but there are small steps small businesses can take to start heading in the right direction. We asked 40 influencers to upload a 45-60 second video on their social media channels, saying why sustainability and net-zero goals are essential to them and sharing what they have already done towards this cause. Then, we asked them to finish by encouraging small business owners to commit to net-zero by 2030, followed by our crucial message of why it is vital to save tomorrow for future generations.
McKinsey Global Publishing