Xero - How a healthy brand created a healthy business

IPA Effectiveness Awards Case Study 2024

Xero’s story demonstrates how a smaller brand can close the gap with bigger rivals by investing in memorably humorous and empathetic advertising. After 10 years in the UK’s business accounting software market, New Zealand’s Xero brand had relatively low awareness and consideration. By investing in broad reach media and emphasising its Kiwi-ness by using a performer from cult NZ comedy ‘Flight of the Conchords’ in its advertising, Xero increased awareness, appeal, and trustworthiness. This case includes evidence that branding and commercial goals were exceeded, helping return an estimated long-term gross profit of £4.07 for each £1 invested in marketing.

Click to purchase this case study >

Client Statement

Sam Daniels & Tracy Smithers, Head of Brand Marketing & GM of Growth Marketing, Xero

Considering the significant changes that have occurred in our business and the world since our campaign debuted on TV in 2021, it is remarkable to witness the evolution and strengthening of the Xero brand. The combination of a truly entertaining creative idea, emotive brand positioning, and an agile media planning approach has had a profound impact on our business. We have experienced notable improvements in brand awareness, equity and consideration metrics that lead to impressive increases in business results, directly attributable to the integrated campaign, as evaluated through econometrics. Investing in brand building has proven to truly be an efficient catalyst for fuelling our business growth. Indeed, a healthy brand has translated into a healthy business for Xero.

Proving the impact of a bold creative and media approach, and detailing the campaign’s direct and positive influence on the upward trajectory of our business puts Marketing firmly at the top table. These results have not only helped us make the case for further investment, but Xero global team look to the UK and this paper as evidence for the application of creative and brand building across markets.