CHALLENGE: The federal government introduced new ‘Single Touch Payroll’ (STP) legislation in February 2019, making it compulsory for all small businesses with employees to digitally report to the ATO every single payday. This mandatory shift to digital reporting presented a huge market opportunity for Xero. They wanted to be front-of-mind for Australian small business owners looking to digitise in order to comply with the new legislation. We needed to create excitement and talkability around – let’s face it – a pretty dry topic!
STRATEGY: We took a two-pronged approach:
We conducted two pieces of in-depth research on the state of payroll for small businesses in Australia, creating newsworthy platforms that would generate earned media coverage among business and finance outlets
For a more human angle, we worked with Australia’s first professional Instagrammer, Lauren Bath, to photograph 10 small business owners from around Australia and launch a 12-day pop-up art gallery exhibition in the Sydney CBD. We told their stories and highlighted how going digital gave them the time and space to focus on their passion points (the business’ reason for being), rather than the pain points (administration).
IMPACT: Xero was positioned as a small business digitisation champion across broadcast, print, online and social media to owners looking for STP compliance solutions.
- 27 pieces of mainstream, trade and local coverage secured, including on Your Money’s TICKY, the AFR, SMH, The Age, Inside Small Business, Dynamic Business, and Kochie’s Business Builders.
- Pop-up art gallery exhibition on small businesses in Sydney launched, with 200 attendees on its opening night
- 14 social media posts/stories secured, including 8 posts/stories Lauren Bath which generated 400,000 impressions and 290,000 engagements.