Xero™ Accounting Software

Our task was to elevate Xero above the category noise and continue the strong growth trajectory through 2021. Positioning Xero as an aspirational brand offering more than just basic accounting software and embed its new comms campaign ‘Healthy Business’ in consumers’ minds.   

6%
Increase in prompted brand awareness
24%
Likelihood to switch to Xero in next 6 months 
36%
Outpaced category sales trends by 36% 
Project Information

Target audience

Young progressive small business owners.

Our insight

The media strategy focussed on expanding brand fame by making Xero stand out across multiple touchpoints: 

  1. Broad reach and penetration 
  2. Repeated exposures
  3. Emotional impact and memorability with new distinctive asset 

Our solution

Building on our learning from previous campaigns, we used insight around key receptivity moments to land the message at key times, and then flighted our awareness building activity for efficiency and effectiveness. 

  • Linear TV formed the bedrock of the plan, while BVoD and YouTube drove further AV cover
  • Broadcast Sponsorship of ITV1’s ‘The Void’ extended AV presence with idents mirroring tasks faced by the gameshow contestants – bringing to life the perils faced by small business owners 
  • Audio extended new creative route reach using Radio & Podcast sponsorships
  • OOH deployed in roadside formats across major conurbations to drive ubiquity and scale. 

Channel Mix

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    d19 have fine-tuned thinking and granular implementation to craft an effective media approach. Their agility has certainly had a strong impact on our business. As well as marked uplifts in brand awareness and consideration metrics, we have also seen the positive attributable result TV has achieved through d19's econometrics evaluation, signalling success to the wider business that employing TV has been an efficient lever to fuel our business growth.

    Sam Daniels, Brand Marketing Manager
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