Positioning Xero as a small biz digitization champion

people smiling for a photo

CHALLENGE: Sefiani was engaged by cloud-based accounting software platform Xero, to create excitement and talkability around the government’s introduced ‘Single Touch Payroll’ (STP). Xero wanted to be front-of-mind for Australian business owners looking to digitise in order to comply with the new legislation.

STRATEGY: Sefiani conducted research on the state of payroll for Australian small businesses, creating newsworthy platforms. We also collaborated with Instagrammer, Lauren Bath, to photograph 10 small business owners to feature at a 12-day pop-up photo gallery exhibition in Sydney. We told their stories and highlighted how going digital benefited them.

IMPACT: Xero was positioned as a small business digitisation champion across 27 pieces of broadcast, print and online coverage to owners looking for STP compliance solutions. 200 guests attended the launch of the pop-up gallery and Lauren Bath’s social posts gained 400,000 impressions and 290,000 engagements.