Ahead of tax season, we led a fully integrated organic and paid campaign to reintroduce TurboTax to younger and first-time filers after an extended period of limited social activity. The strategy focused on humanizing a traditionally unengaging category by pairing large-scale creator moments, led by MrBeast, with platform-native organic storytelling and community engagement. High-impact creator content drove awareness at scale through paid placements, while organic social reinforced relevance, trust, and conversation across multiple platforms. Over a four-month period, the campaign delivered more than 250M impressions, tested dozens of audiences and placements, and resulted in a 225% year-over-year increase in product sales—all while maintaining the same $275K media investment.