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How does an SME accounting software business stand out from the all the other brands wanting to target the UK’s small business owners, sole traders and entrepreneurs?
By making Xero THE SME Champion, helping them fight the issues and challenges they face every day while running their business.
We aimed to reach Xero’s wide and diverse market – including accountants and bookkeepers – with creative stories and campaigns that speak to the issues we know they cared about through media relations, influencers, social media and film.
We’ve partnered with Bake Off star, Candice Brown, to debunk the myths around Making Tax Digital.
We launched our very own business blend of tea ‘Drifting Clouds’ – designed to destress business owners and remind them to take a break.
We created a mock TV advert to bring our business blend tea to life. Working with TikTok stars to talk about real small business challenges in an authentic way and extend our reach far beyond Xero’s traditional audience.
As part of Xero’s campaign to put the late payment crisis at the top of the business policy agenda, it launched its ‘Small Business Manifesto’ – at an event at the Houses of Parliament, attended by 200+ small business partners – we used guerilla marketing tactics, in taking over Westminster and St James’s Park tube stations, surrounding bus stops and even the pavements around Parliament with a series of eye-catching adverts, campaigning to end late payment practices. Our clean graffiti remained etched into the pavements for months, pointing hundreds of thousands of passing members of the public to the Manifesto.
We collaborated with Cebr, an economics heavyweight, to produce an industry report on how positive mental health affects workplace productivity. Additionally, in partnership with Unmind, we highlighted Xero’s customers through a video series and toolkit that provide best practices for business owners to prioritise their mental health.
To combat the lack of new talent into the industry, we celebrated some of Xero’s most interesting accountancy partners in a series of ‘A Day in the Life’ TikTok-style videos to dispel the myth that all accountants are dull number-crunchers. Profiling those with unique side hustles – from axe throwing to a heavy metal DJing – we explored how these interesting hobbies complemented their day-to-day roles to show our audience that accounting offers attractive career prospects.
We’ve also run a series of micro-influencer activations, tapping into small business influencers’ followers to raise awareness of Xero-owned initiatives such as Xero Day and the launch of its Beautiful Business Fund.
Xero’s ‘Small Business Index’ – a monthly temperature check on the health of the SME economy – has been taken to new heights with standout broadcast, national and business media results, in the likes of The Times, Sky News, Sunday Express, City AM and Forbes.
In less than three years, our core programme has resulted in 532 pieces of coverage, 52 of which have been in national and broadcast outlets. Our always-on influencer has generated 94k views, 194 hours of total play time, and an average engagement rate of 6.28%, smashing industry benchmarks for B2B content.
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