Intuit QuickBooks UK

Freelance • 2025

Giving a finance brand a reason to be watched ON YouTube

The Challenge

Intuit QuickBooks UK had an existing YouTube presence, but it mostly spoke to people who already knew the product. The opportunity was to reach a new audience and build brand affinity through entertainment by starting a new channel specifically for that purpose: QuickBooks Studio UK.

The Approach

I developed the strategy and creative direction for QuickBooks Studio UK, looking at what was already working across YouTube, from game mechanics to entertainment formats, and then translating those principles into something that would work for QuickBooks. The result was five repeatable, YouTube-native formats, created with another freelancer producer and the support of a production team, where the producer and I shaped everything from the format mechanics to creative direction, working with UK creators to bring the formats to life.

  • Match The Side Hustle

    Creators match people with their side hustles through questions and games.

    Watch

  • Guess the Millionaire

    Six business owners try to figure out who among them was a millionaire.

    Watch

  • Rank the Workforce

    Creators guess the business sectors and roles of small business teams.

    Watch

  • The Taboo List

    Entrepreneurs debate the taboo topics they’re usually afraid to talk about.

    Watch

  • Guess the Fake Business

    Three professional accountants try to identify the fake business owner.

    Watch

  • "These feels like discovering an underground soundcloud Artists before they get famous except they already famous."

    — @Faetherealcalx

  • "these videos are so funny. You have to make more."

    — @Rizzy.Lizzyz

  • "watched all the videos on this channel before even realising the subscriber count, i know its new but still MASSIVELY underrated."

    — @frankiej1637

  • "well this channel has popped up out of nowhere lol."

    — @y2rbentley

The Outcome

The first formats generated 350K+ views, with an average CTR of 5.6% and 54% retention at 30 seconds.

QuickBooks Studios UK shifted Intuit QuickBooks UK from a traditional finance brand into an entertainment-led content player, proving that business content could reach beyond its existing customer base. The channel gave the brand a new model for connecting with audiences through personality, storytelling, and creator-led formats.

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