Maximizing ROI Through Evergreen Advertising
In January 2023, the Tax Network USA created a direct-response video advertisement featuring actor Kevin Sorbo targeting individuals with over $10,000 in back taxes, emphasizing the urgency of resolving tax debt amid the Biden Administration’s increased IRS collection efforts. The ad warns of potential risks such as wage garnishment, bank levies, and property seizure, while positioning Tax Network USA as the solution to protect income and assets, with a clear call to action: “Call Tax Network USA today.”
Tax Network USA is a full-service tax resolution firm based in Encino, California. Founded in 2009, the company specializes in assisting individuals and small businesses with a wide range of tax-related issues, including unfiled returns, audits, wage garnishments, bank levies, liens, and asset seizures. Their mission is to provide high-quality, personalized service to alleviate clients from the burden of dealing with IRS and state tax authorities. Kevin Sorbo, best known for Hercules: The Legendary Journeys (1995–1999), Andromeda, and recent faith-based and family films, connects with a largely middle-aged audience that overlaps with those most likely to face significant tax debt. His involvement lends instant credibility and familiarity, reducing skepticism toward tax relief services and strengthening the company’s message.
When One Great Ad Is All You Need.
Tax Network USA created an ad that was evergreen, not tied to a specific event or fleeting trend making it relevant beyond the typical one-year campaign cycle. Whether intentional or not, this gave the company a unique opportunity: a single ad could remain effective for years.
While most companies produce new content annually to combat ad fatigue, Tax Network USA relied on data-driven insights to guide its approach. The original ad consistently generated leads and new business, so instead of defaulting to a new production, they strategically extended its usage. This “don’t fix what isn’t broken” decision allowed them to maximize ROI while avoiding the costs of re-shoots, additional talent fees, and new content development.
Sustained Success Through Smart Ad Extension
Now in its third year under an extended usage license, facilitated by MN2S, the Sorbo ad continues to deliver results. By keeping the content evergreen and letting performance data guide their decisions, Tax Network USA has maintained consistent messaging, preserved brand credibility, and optimized marketing spend over the long term. “This case shows what happens when you pair the right talent with the right brief. The results compound over time.” Sharron Elkabas, CEO of MN2S.
This case demonstrates that a single high-quality ad, thoughtfully designed and supported by performance data, can have long-term impact. Extending the usage of an effective ad can be more economical, faster, and equally, if not more effective than producing new content annually, providing a model for other brands seeking sustainable, results-driven advertising.