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”.
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.
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.
The marketing leadership team at CUB wanted to take advantage of the evolving digital space and greater opportunity it presented to it's marketing teams. Each brand was run as its own fiefdom, with different approaches, agencies and success criteria, the CUB's Marketing Leadership Team believed a company-wide digital strategy might enable those brands to build digital capability.