Xero Change Campaign

Doubling Xero's customer numbers

Xero is a AUD $3 billion company providing cloud based accounting software to over half a million small businesses in Australia, NZ, USA and the UK. Xero’s mission is “Beautiful Business”.

The Business Problem
As part of an ambitious growth strategy, Xero needed to boost customer acquisition in order to continue building market share and revenues.

PENSO's Solution

PENSO developed a campaign around the theme: Switch to Xero. PENSO changed the typical advertising model, by creating a number of different messages that may appeal simultaneously – instead of a single message. These messages were: Switch from your current software, Switching is easy, and Success comes from switching. PENSO created 58 executions. Testing with big data maximised the marketing spend of Xero by identifying the most popular and profitable advertisements in any channel.


  • Brand Development
  • Creative Development
  • Strategy

The Result

It was the most successful campaign Xero has ever run, doubling customer numbers in the five months from launch, from 180,000 to 360,000 users.

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