ABOUT

Behind every business is a story worth telling.

Through the tagline #BehindYourBusiness, the campaign fulfilled several objectives:

Small Businesses: Told the authentic and diverse stories of the people behind SMBs – from women and ethnic minorities to both innovative start-ups and well-established companies.
Partners: Highlighted the importance of Xero’s partners (advisors and accountants) in empowering businesses to thrive.

Xero Add-On Apps: Demonstrated the practical role of Xero's 600+ cloud-based apps in helping businesses succeed.
Xero Software: Positioned Xero as the enabler that helps businesses flourish, no matter their size or journey.

Campaign Elements
Paid Digital Advertising
Social-First Video Content
Shareable, human-centric videos featuring real small business stories.

Platforms: YouTube, Instagram, Facebook, and Twitter.

Amplification: Through a social first competition aimed at SMB's

Creative Inspiration:
Campaign storytelling informed the wider creative direction for Xero, influencing future initiatives and projects.

Results
This campaign drove increased brand awareness, engagement, and advocacy, aligning Xero’s brand with the values of authenticity, diversity, and empowerment. By putting real businesses and their stories at the forefront, #BehindYourBusiness resonated deeply with audiences, strengthening Xero's positioning as the trusted partner for SMBs.