Xero’s on a mission to help small businesses thrive, and as their longstanding PR partner it’s our mission too!
When small businesses digitise and invest wellbeing they are more productive, more profitable and have a better time working. So, in 2021 we were briefed to motivate more small businesses to invest in digitisation and wellbeing.
Based on data we had, we knew the stress of the pandemic had caused many business owners to forget why they went into business in the first place.
We developed the creative territory and strategy for ‘Why We’re In It’ – a fully integrated B2B, PR-lead marketing campaign.
We created a content hub, providing businesses with practical tips and resources to help make a positive difference to their business. We then implemented four stages to drive usage of the hub.
Phase one, ‘Earn’, was a PR-lead earned media and stakeholder engagement strategy driving people to the hub. ‘Scale’, brought the hub to people via a media partnership. ‘Entice’, promoted hub tools through digital drivers across owned and paid channels. ‘Reward’, highlighted the application of learnings for businesses through a media competition.
We reconnected business owners with their ‘why’, improving digitisation and wellbeing for small businesses. We exceeded all our objectives set for media relations, visits to the hub, partnership content views, and overall campaign reach, and also won best B2B Marketing Initiative in the TVNZ-NZ Marketing awards.