XERO: BEYOND THE NUMBERS

CHALLENGE

For Xero, we used the “yes, and” approach to develop ideas to support accountants and advisors and the role they play in driving small business success. We wanted to celebrate these accountants, who people normally associate with being boring number crunchers.

SOLUTION

Building on each other’s ideas, someone came up with the idea of doing a NYFD-style calendar featuring accountants. We seized on that idea and built it out further, eventually creating a contest that highlighted accountants “beyond the numbers” showcasing their side passions, from art to music to philanthropy.

In partnership with Insider, we created a “calendar” featuring these interesting accountants and how their side hustles helped them better advise their clients.

RESULTS

This visual campaign included a custom feature
article with 30K guaranteed pageviews, audience
and theme/context targeting with 1.8M guaranteed impressions, and social promotion across Insider channels reaching 217M.

https://www.businessinsider.com/sc/meet-interesting-CPAs-accountants-tax-professionals-2021-5

IDEAS

NEWS & MEDIA