GoCardless

GoCardless: getting British SMEs talking about money

The brief

How can we make money-mute SMEs talk payment terms?

GoCardless wanted to reach new SME audiences and position themselves as a leading voice about the vitally important – but well-trodden – issue of late payments.

Approach:

We commissioned YouGov to discover the scale of money muteness amongst SMEs. We found that 25% feel uncomfortable talking to customers about money, rising to 32% for women.

We partnered with Emma Gannon, a Sunday Times bestselling author and host of the podcast Ctrl Alt Delete, who often discusses the issue of late payments amongst fellow SME owners.

Success in numbers

hero interview pieces with Emma in Harper’s Bazaar, Metro, and Forbes taking GoCardless out of its core media and into broader consumer/lifestyle media for the first time; delivering a combined reach of +3bn

31,000

social media accounts, 99.7% of which were new for GoCardless, were reached by Emma’s posts, with 500+ likes, comments, and shares

72%

share of voice by reach secured against competitors in the ‘late payments’ discussion

Check this out

LNER: innovating rail

A campaign all about comfort, style, and… Christmas. Our objective was to boost awareness of London North Eastern Railway’s (LNER) digital and innovation initiatives outside of their traditional media and help promote LNER as a leading innovator in the rail industry. Approach:This journey started with the ‘Let’s Wrap at Your Seat’ campaign ahead of the...

Canon Europe Content Hub: hybrid working in action

Successful hybrid working requires a lot of tech – how can we make Canon the go-to for all of it? Our brief was to encourage potential customers to see value in Canon’s hybrid working ‘ecosystem’, rather than opting for individual product purchases. Approach: On the face of it, a campaign focusing on IT processes and...