Small Business & AI

Intuit and the CNBC Brand Studio embarked on a first-of-its-kind partnership to produce a branded content series that announced the arrival of an all-new artificial intelligence tool that can help the company’s 100 million customers around the world fuel financial success. The series, launched on CNBC.com, was designed to raise awareness of the Intuit Assist tool, educate the audience on Intuit’s new generative operating system (GenOS) and elevate Intuit thought leadership. The articles spoke to three audiences: Small business owners who may be interested in Intuit Assist’s integration into QuickBooks and Mailchimp; Investors who may be interested in Intuit’s AI innovation and commitment to data stewardship and responsible AI; and Top Tech Talent who may be interested in how Intuit democratizes AI development across teams at the company. The CNBC Brand Studio leveraged high-performing content formats, including executive Q&A and reported articles, to tell Intuit’s story to a highly engaged audience. All content included quotes and data that drove Intuit’s position as an innovator and thought leader in AI development and deployment. The team also launched a brand-new storytelling tactic in partnership with Intuit: Vertical Video Story Reports. For the social campaign, the team produced videos designed for maximum social engagement. The Story Reports are based on social-first video content produced by the CNBC and NBC News editorial teams. Videos were designed to encapsulate the custom articles and function as a standalone story about that content. In addition to the social campaign featuring vertical videos, the CNBC Brand Studio deployed a full suite of promotional tactics to drive engagement with the content. Tactics included native tout headlines, a Stories ad unit and a Rich Media Content Portal Unit.

The campaign is successful, with all promotional tactics performing at or above benchmark. In the first few days of the social flight, vertical videos generated 1.1M vertical video views and 10.5K clicks to CNBC.com.