Hi, I’m Manny from Mi Media Productions, a video production agency based in Miami. Today, I wanted to share a case study on how we started working with H&R Block, what we created together, and how video helped support their campaigns last year, for both social and paid promotional martial.
How It All Started
Our relationship with H&R Block began in an unexpected way as a testimonial client. I shared my own experience as a creative business owner who struggles with numbers. I make pretty pictures all day, but taxes were always something I needed real help with. H&R Block became that bridge for us.
That initial collaboration snowballed into something bigger. Soon after, we were invited to help create campaigns for their marketing efforts.
Targeting Gen Z Through Storytelling
The first major campaign focused on connecting with Gen Z. H&R Block was facing a challenge: many Gen Z consumers were just starting to file taxes and often had non-traditional income streams through side hustles.
We developed three creative concepts to speak directly to that reality:
- The Social Media Influencer – showing how creators struggle to balance content creation with managing their finances and taxes.
- Cash-Based Side Hustlers – highlighting people who earn through tips or cash jobs and need guidance on how to report income properly.
- Multiple Hustle Workers – featuring individuals juggling several online gigs like Etsy shops or freelance platforms such as Upwork.
These campaigns helped H&R Block better engage Gen Z audiences on social media and saw a strong lift in performance and engagement.
Long-Form Video Meets SEO Strategy
For the next phase, we shifted into something we’ve believed in since the early days of Mi Media: video paired with SEO.
We produced a series of 12 long-form videos, each about five minutes long, designed to walk viewers through the real details of doing their taxes. These videos were paired with blog posts and full transcripts to maximize search visibility and user engagement.
We traveled to H&R Block’s headquarters and filmed with multiple professional tax experts to ensure the content was both informative and trustworthy.
This strategy worked especially well during tax season, when users were searching questions like:
“How do I find my 1099?”
“How do I file as a freelancer?”
Visitors stayed longer, watched the videos in full, and engaged more deeply with the content. The transcripts acted like a “sidecar” for SEO, helping boost organic traffic and overall site performance.
Results and Impact
Through social campaigns and SEO-driven long-form video, we helped H&R Block increase engagement during their most important time of year tax season. The content wasn’t just promotional; it was educational, human, and built around real user needs.
We also produced additional content for Spruce, one of H&R Block’s partner brands, which focused on year-round financial topics (more on that in another post).
Final Thoughts
This project is a great example of how video can work across multiple layers: social media, brand storytelling, and long-term SEO performance. It also shows how understanding your audience especially Gen Z and side hustlers can shape more meaningful content.
Thank you for watching the video and reading this case study. We truly appreciate the support, and we’re excited to share more behind-the-scenes stories like this in future posts.
— Manny
Founder, Mi Media Productions
