The Small Business Games was Intuit’s first globally coordinated social campaign. The 6-question business-acumen Facebook quiz aimed to leverage Olympic buzz with an educational spin to encourage participation and help Intuit raise money for Kiva. Participants got to choose one of four characters (Intuit Ian, QuickBooks Quinton, GoPayment Gabrielle, or Payroll Priya) to represent themselves as they took the quiz. Based on quiz score, players scored a Bronze, Silver, or Gold medal for which Intuit donated $1-$5 to Kiva for each quiz completed for a total of $10,000.
By increasing its global social presence, Intuit was able to further educate and empower Small Business around the world. This quiz focused on simple, yet valuable business finance questions to teach fans about best practices in keeping up the financial help of their businesses. In addition to being the first global social campaign, this was also Intuit Small Business Group’s first donation-based test. Intuit chose to partner with Kiva, a non-profit micro-lending organization that enables people everywhere to make small loans to support small business owners and micro-entrepreneurs in 60 countries, to further empower small businesses beyond its own social reach.
The Small Business Games leveraged Olympic momentum to 1) build a strong fan base in the US and growing global markets, 2) kick off engagement in the new markets with a timely and educational game, and 3) further demonstrate Intuit’s commitment to small businesses globally with a donation to Kiva, a micro-lending organization for global entrepreneurs.
As a result, Intuit’s “QuickBooks World” page skyrocketed from 72 to 3,321 fans (4656% growth), kick-starting Intuit’s presence in 8+ countries (including the US, UK, India, Canada, Australia, and regions in the UN, Asia, and South America). Overall, The Small Business Games grew Intuit’s fan base by 21% with a total of 24,022 new fans in just 3 weeks. The campaign saw an average engagement rate of 23.4% (quiz completions), with 11.3% of participants sharing with their own networks.
Intuit was able to further demonstrate its commitment to small businesses by incorporating an educational component. Participants were tested on their business acumen with 3 different quizzes, enabling them to more confidently run and grow their businesses.
Beyond Intuit’s immediate fan base, this campaign enabled Intuit to support small business owners and micro-entrepreneurs in over 50 countries with a $10k donation to Kiva.