By Maddie Johnson
In alignment with Small Business Month, Intuit QuickBooks is spotlighting Canadian small businesses and the motivations behind their operations.
The “Small Business, Big Why” campaign centres on the idea that every small business has a reason a company was launched, one that keeps them inspired through challenging times.
“At the heart of every small business lies an important ‘Big Why’ – the driving force behind their entrepreneurial journey, pushing them forward, even in the face of adversity,” says Puja Subrun, head of marketing at Intuit QuickBooks Canada.
The integrated campaign, by Critical Mass, showcases a ‘diverse and inspiring’ range of business owners through a series of online videos produced by QuickBooks Canada. The videos are featured on a centralized blog, offering small business owners a platform to share their experiences and insights, and fostering connections within the small business community.
The campaign targets small businesses across the country – from solo entrepreneurs to larger and more complex, mid-sized businesses – with ads living across digital and social channels.
QuickBooks Canada has also engaged with its audience through social media by sharing short video clips of each of the featured businesses and encourages other small businesses to share their ‘big why’ on Instagram and TikTok using #SmallBizBigWhy for a chance to be featured.
Alongside these clips, the campaign includes suggested actions that individuals can take to support small businesses year-round.
“We hope that by sharing the inspiring stories of passion and resilience that took these businesses to the next level, and the tools that helped them along their journey, we can empower entrepreneurs across the country to continue to persevere and succeed, while reminding them that QuickBooks is with them every step of the way,” says Subrun.
Last year, Intuit’s campaign aimed to ease the financial uncertainty all business owners grapple with.
To amplify the new campaign’s impact, #SmallBizBigWhy has partnered with The Globe and Mail to produce sponsored content that dives deep into conversations with the featured businesses.
QuickBooks also recently rolled out the second iteration of an integrated local Quebec campaign “Être au-dessus de ses affaires” to shine a spotlight on small business owners in the province.
Edelman provided PR and Zenith oversaw media.
