Californians may think “extra” can be a bad thing—whether it’s a personality type or simply an upcharge for guacamole. But when it comes to taxes this year, the extra time was a much-needed benefit for many across the state impacted by the state of emergency earlier in the year.

Let’s celebrate the good side of “extra” while reminding Californians that the extended tax deadline has arrived.

Highlights:

• 2-day activation & ~100 organic social content pieces across Meta, TikTok, and Twitter

• 900 California residents served across 3 locations

• 8.2M+ total impressions across earned, organic, and paid media

• Produced a 2-minute video for media outlets to amplify messaging

• ABC 10 San Diego coverage reached 25,000 viewers

• 47% increase in positive brand sentiment over weekly average