Under a new, widespread campaign with H&R Block, theSkimm will launch a tax calendar, voice activations and videos to help millennial women navigate tax season. Skimm Money: Taxes launches today and runs until filing day on April 15.
The media company, which started as a newsletter in 2012, has grown to include 7 million subscribers, 30,000 ambassadors (or Skimm’bassadors) and has an audience that is 80 percent female.
“Tax season is going to be fun this year,” said Kaitlyn Jankowski, vp, marketing, theSkimm.
This marks another campaign in which theSkimm has partnered with a brand to produce widespread content that’s timed to a certain part of its audience’s life. For example, first-party data showed the company that, after a month into tax season, only a third of female millennials said they felt prepared for tax season.
“When we think about partners, it needs to be something relevant. Whether it’s happening in the world right now or whether it’s relevant to the female millennial,” she said.
Last year, the media company worked with brands that ranged from Netflix and ESPN to Target and JCrew. For this campaign, Jankowski said she was eager to work with a brand like H&R Block that was willing to put some content in front of the paywall.
“We’re glad that theSkimm is giving us a means to express something that’s really important for consumers to know but they may not have taken time to understand it because it’s a category that’s stressful and not necessarily exciting,” said Vinoo Vijay, H&R Block CMO.
For example, the tax calendar will be available to app subscribers and non-paying newsletter readers. Content will include everything from deductions to make on taxes to new tax laws.
With this campaign, theSkimm will also venture into voice, with the Daily Skimm launching on Amazon Alexa and Google Home. With integrations from H&R Block, the organization’s daily newsletter will be read from the devices.
Last year in May, the company completed its $12 million Series C funding, with investors that included Tyra Banks, Willow Bay, Jesse Draper of Halogen Ventures and Shonda Rhimes.
“We love the specificity of theSkimm’s audience, and I think that’s an audience that really fits with the products and services we offer,” Vijay said.