Taxes are typically mundane. For tax prep provider TurboTax, that meant communications had to do more than just prompt customers to start filing – they had to keep them motivated and moving through the process.
Filing needed to feel fast and easy. With its on-the-go appeal and instant reach, mobile emerged as a channel of untapped potential. The new messaging method, Rich Communications Service (RCS), presented an opportunity to both upgrade the customer experience and put TurboTax at the forefront of tech innovation.
Thinking beyond a short-term solution, our goal was to launch and scale RCS – an entirely new channel that would transform ordinary SMS into a media-rich, interactive experience.
Evaluating touchpoints across the customer journey, we translated priority filing moments into behaviour-led flows, forming a roadmap of five use cases designed to maximise early performance and accelerate learning. Defining targeting logic, CTAs, and onward paths, we developed wireframes, copy, and visuals to drive meaningful action.
Success was evident within four days of launch. RCS delivered 32K sign-ins, accounting for 10% of CRM-attributed sign-ins from just 2% of send volume.
With every send, our learnings helped refine the experience, ensuring it was intuitive, accessible, and reflective of the emotional complexities of tax filing. Across sign-ins and comparison against SMS benchmarks and flagship campaigns, RCS delivered superior results as a confidence-building support channel.
With deliverables expanding beyond use cases, our RCS playbook provides a blueprint for future campaigns, establishing a proven, repeatable model that can be scaled for success.
