Believe it or not, the brand's social efforts are actually "organized around sales," Nick Collier, SVP, Interactive Creative Director at Dailey, TurboTax's creative agency. The brand's first campaign – featuring Vanilla Ice doing a little "tax rap" – had a budget of about $250,000. Collier said they measured earned impressions, which the brand was pretty happy with. Apparently, the tax rap led to a story on CNN. Yes, It was "pretty far away from the core" of the product, admitted Jason Simon, SVP, Director of Interactive Services, Dailey. Still, "Even with that (early effort), we were still circling around the product," said Collier.