It takes a lot for branded content to land (and most of it just doesn’t). But this week, a former client based in Australia shared a great campaign on LinkedIn. And I have to admit, I was charmed.
The campaign comes from Xero, an Australian accounting software, and it’s called the “Emotional Tax Return.” The audience is small business owners looking back at a tough year and taking stock of the struggles that “taxed” them: the date nights they missed, the vacations they skipped, and all the other sacrifices they made to keep their businesses afloat.
“For too long, we’ve simply accepted these emotional costs as part of the gig,” the copy reads. “Until now.”
Xero then invites business owners to fill out their Emotional Tax Return for a chance to “claim” prizes like a romantic dinner or a night in a luxury hotel.
The campaign works very well. Xero’s stated mission is to simplify taxes for small business owners and help them thrive. Here, they walk that talk by showing those same business owners that they understand the complications of their daily lives. The late nights, the missed dinners, the trips put on hold, all of it.
The tone of the video is jokey and fun. But under the surface, there’s a more serious message: this is tough, we see you, and we’re here to make things a little easier.
The campaign indirectly but effectively tells the story of the overstressed business owner who persists through a difficult year (goal, conflict), and is rewarded with the fun weekend away they deserve (victory!). The business owner is the story’s protagonist, while Xero is the benevolent mentor figure, observing what the business owner needs and helping them get it.
This is great positioning for Xero, and the tone and subject matter of the campaign do an excellent job of further distinguishing them from other players in their industry.
I mean, when you think tax software, do you think sense of humor, plush hotel beds, and cocktails by the beach? I sure don’t.
By creating associations with these fun, positive things, Xero sets itself apart from other software providers and further highlights the central theme of their branding: they’re here to make your life better.
Tactically, the campaign’s also quite savvy. The “claims” business owners submit will provide Xero with data-rich leads for their products and services. Not to mention a handy supply of new stories they can spin into future content.
This is an excellent reminder that no business is too dry to tell a fun and creative story. If an accounting software can do it, you can, too.
Happy storytelling!
–Erin
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Erin Becker (she/her)
Writer | Communications Consultant | Storytelling Expert
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