Xero Case Study Infographic image. Text on image: Block one - Introduction - Xero, the world’s leading cloud-based accounting software for SMEs, needed help launching in South Africa, the company’s next big market. Block two - Objectives - Specifically, Xero needed to achieve: 1) Brand recognition amongst small business owners and their advisors 2) Status as a champion of South African small businesses 3) Widespread understanding of the software’s core features. Block 3 - Strategy - 1) Hijack Starbucks’ launch in South Africa and use it to promote independent SME Motherland Coffee, a Xero customer 2) Commission research to understand the state of small business in South Africa 3) Tie these stories in with Xero’s launch to give it a media boost 4) Film two local case studies to bring the benefits of using Xero to life. Block 4 - Results - The launch campaign achieved: 59 media hits (all positive), 19 in the trade media, 6 broadcast interviews, 22 journalist meetings, a packed launch event in Cape Town and Johannesburg (both oversubscribed). Block 5 - Testimonial - We needed to launch Xero with a splash in South Africa, so we brought TopLine on board to help us with that. From the moment I discussed the brief right the way through to working with the team to deliver results, it’s been seamless. The team are really smart, they know what they’re doing - they get on with the job and they get results which is ultimately what we need, so I couldn’t recommend them more. They’ve been brilliant and have really helped us get that exposure we needed in South Africa. We were also seriously impressed by the quality of the case study videos that TopLine produced for us - Emma Izatt, Senior Communications Manager, Xero.

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