TurboTax dominated the DIY tax category, but saw an opportunity for growth with Hispanics. Gallegos United partnered with TurboTax and Wieden+Kennedy to enter the market with creative that both built brand purpose and showcased the new mobile experience—then pushed beyond translation using a deliberate mix of transcreation, adaptation, and co-creation to ensure cultural relevance without losing campaign alignment. From Hispanic-specific stories featuring Karla Souza and the Chupacabra, to collaborative celebrity work with David “Big Papi” Ortiz, the work proved that customization beats translation. By the end of the 2017 tax season, Hispanic creative drove 29% of new TurboTax users while accounting for just 4% of marketing spend, with top-performing assets neuro-testing at 128 vs GM and 205 vs benchmark.