Client
H&R Block
PR agency
Elasticity
Campaign
The Stache Act
Duration
February 20-April 15
Budget
$160,000

H&R Block needed to connect with young tax payers, so it tapped agency Elasticity to increase brand awareness among 21-to-35-year-olds.

Strategy
Aaron Perlut, Elasticity managing partner, leveraged facial hair advocacy group the American Mustache Institute, where he is president, as a marketing platform for the campaign.

Tactics
On February 18, ...