“RESPONSIBILITY ISLAND” - H&R Block

“Responsibility Island moved the needle on awareness, consideration—and most importantly, engagement. Roku shared that we were getting some of the highest levels of engagement and completes they’d ever seen. It led to a lift in Gen Z clients that year. It definitely hit on all the right things: brand storytelling, performance, and audience engagement.” ~Jill Cress, CMO, H&R Block

H&R Block wanted to take their brand from well-known to well-loved for Gen Z. Our solution? A satirical, scripted reality TV miniseries called “Responsibility Island” where a group of sexy singles think they’re in for a week of partying on Lit Island, until they discover they’re actually on Responsibility Island. And they can’t leave… until they do their own taxes.

The process began with a Piromaniacs Workshop (covered by Fast Company). And culminated in a four-part series that streamed on Roku and YouTube.

How effective was it? Watch the case study below and listen to Jill Cress, H&R Block’s CMO talk about our process and results.