Xero is a NZ tech-success story that’s quickly become one of the biggest cloud accounting software providers. We were hired by Xero to run creative campaigns to help the brand engage consumers (who also happen to be SMB owners). In 2016, our earned media campaign to support Xero’s pop-up activation, Cloud Street, resulted in both national stories and new customers.
Our work with Xero is about taking the brand beyond the SMB media and into early-general-news and consumer lifestyle. In the past year we’ve launched a number of campaigns that have done just that. In 2016, Xero launched its annual Cloud Street activation – a travelling pop-up store that gave selected online-only Xero customers in the chance to sell offline for one week, in the build up to Christmas.
We were challenged with generating media coverage about the activity and landing stories that encouraged shoppers to visit the travelling pop-up store. To create media interest, we developed a media strategy and narrative focused on how Australian shoppers prefer shopping offline.
Our approach resulted almost 200 news stories that spanned print, online and broadcast. The stories also played an important part in attracting shoppers to the stores. In Brisbane alone over 15 new trial customers were generated as a result of our campaign.