Xero™ Accounting Software

Our task

Achieve cut through before HMRC’s ‘Making Tax Digital’ (MTD) deadline expired for VAT registered businesses.

Target audience

Core audience of small to medium business owners.

Our insight

We commissioned research that identified Sunday evening (in ’relaxation mode’ visualising the week ahead) and early weekday evenings (audience in ‘get stuff done’ mode) were two key times of the week.

Our solution

We used this new insight alongside Touchpoints data to devise a cross-channel media approach using smartly planning, defendable weights on selected days of the week and day parts only. This took advantage of clear media moments when the audience’s receptivity would be higher and relevant to their business. Sunday newspapers tapped into subconscious thinking for the week ahead.
Sponsorship of Nick Ferrari’s breakfast show on LBC ‘the home of small business owners’ drove message frequency reaching the audience in their am commute. Radio airtime and high impact out-of-home reached a broader commuter audience.

Outcome

7% Increase in prompted brand awareness.

13% Jump of business owners consideration for use of xero during the campaign.

48% Surge in subscribers in May 2019 (UK record performance for
the business).

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"december19 are exceptional at creating fully integrated media plans based on real insight. They go above and beyond by doing the research to really delve into audience mindset, and using this to intelligently shape
media, and influence the creative for campaigns."

  Marketing Director

Xero™ Accounting Software