From Launch Media to IPA Effectiveness
Xero’s journey from challenger brand to serious contender in the UK’s B2B market was both exciting and complex. As their trusted partner, we helped them navigate the challenges of a slow-moving sector, delivering actionable insights that aligned with their evolving strategy and ensured their marketing efforts hit the mark.
Sonder's brand and advertising research and analysis have been instrumental in quantifying the impact of our brand advertising and sponsorship in the UK. Their expertise has not only validated our approach and our creativity, but also provided us with actionable insights that drive better business decisions.
Sam Daniels
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Curiosity
Xero gave us the opportunity to witness a challenger brand enter a notoriously slow-moving B2B market in the UK. From newcomer to serious contender, we were there every step of the way, helping Xero navigate the complexities of breaking into a new territory and grow into a key player.
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Conscience
Reaching a hard-to-access B2B audience in the UK demanded extra care in sourcing high-quality respondents. Our research stayed closely aligned with Xero’s evolving strategy, whether supporting their first TV campaign, providing competitor insights, or guiding their sponsorship of a major sporting event. The goal was to deliver research that was always relevant and actionable.
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Complexity
We began with a simple tracking model, but as Xero’s needs evolved, we added layers of complexity. Over time, we included sub-audiences to address challenges like the UK’s shift to Making Tax Digital, ensuring our insights helped Xero refine its marketing strategy and better target audiences impacted by regulatory changes.
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Conviction
Our partnership was built on trust and honest conversations. When concerns arose about the distinctiveness of their first TV creative, we encouraged Xero to stick with a memorable idea while refining their brand codes. We also supported them through the pandemic, ensuring their communications stayed relevant to struggling SMEs.
Our work ultimately contributed to Xero’s nomination for the 2024 IPA Effectiveness Awards with their long-running Healthy Business campaign.
Case Studies
Don't just take our word for it - with an averaged retained tenure of 8 years, our client work speaks for itself
Sonder is a full-service agency with expertise in brand, audience and creative research.
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