The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

Tax time is a busy time of year, particularly for SMEs looking for information and tools to help set them up for a smooth end of financial year. “Similar to how Christmas is peak season for retail, the end of financial year is the busiest time of year for accountants,” said MYOB ANZ head of marketing and digital, Jane Betschel.

The business wanted to build on its Above the Line (ATL) activity with contextually relevant initiatives, and opted to partner with news media. “The challenge with B2B marketing is a longer conversion cycle. We wanted to try a news environment to deliver both top and bottom of funnel marketing activities,” Betschel added.

The content mix put together for MYOB drove strong results for an already well-established brand, with significant impacts through the brand funnel. In terms of recall, top of mind awareness rose by 15% and aided awareness was up 9%. Following the partnership, MYOB was viewed more strongly, with brand affinity growing 11%.

For MYOB, this kind of integrated news content program is now key for their marketing. The business has seen first-hand the value of the investment in brand awareness and lead gen.