Elevating Xero above competitor noise and continuing its strong growth trajectory by applying the power of emotive and entertaining brand advertising, and raiding the B2C playbook, for the otherwise stale B2B category.
Challenge
Most people don’t think about finance products until they need to. So to make the most of this limited and infrequent opportunity when businesses are in-market, we’d need to plant the seeds of the Xero brand long before they would blossom at decision time.
Instead of focusing on the tiny percentage in-market we’d invest in priming the vast majority who weren’t yet - adopting B2C norms for the ambitious B2B brand.
Solution
Our media strategy focussed on expanding brand fame and stature by making Xero stand out across multiple touchpoints:
1. Broad reach and penetration
2. Repeated exposures
3. Emotional impact and memorability with a distinctive asset
Effectiveness
+29% point Increase in consideration from 2019 – 2024
+34% increase in gross profit ROI
“The combination of a compelling creative idea, effective brand positioning, and an agile media planning approach has had a profound impact on our business. We have not only experienced notable improvements in brand awareness and consideration metrics but also observed positive results directly attributable to the integrated campaign.”
Head of Brand & Campaign Marketing UK, Xero
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