Xero On Air was a new type of Xero experience. It was a Netflix-style video series designed to update, inspire, and connect our global and local communities of accountants, bookkeepers and small business owners around the world.
Given the COVID-19 situation, we made the decision to cancel our live events early in 2020. Xero On Air was born out of the need to share the amazing work the team at Xero was delivering and continue to share useful and meaningful content with our community. With one of our core values being #human, we wanted to create a free, fun, engaging, and educating way for our customers and accounting and bookkeeping partners to connect with each other in a time of a lack of income, connection, inspiration, and motivation.
Our objective within the Social Media space was to bring Xero on Air to life by focusing on driving the sense of community as well as awareness, registrations, and engagement.
We released 32 episodes over the week which included information, inspiration, and tips and tricks to survive the COVID-19 crisis. There was the option to either tune into the 8-10 min episodes released on the website each morning, or watch the content on demand at a time which suited them. These episodes covered a range of topics including Xero product updates, interviews with panellists and inspirational keynote speakers, as well as a range of global topics including; ‘A simple approach to cybersecurity’, ‘Next best actions to thrive in business’ and ‘Perspective and resilience will get us through this chapter’. As well, we covered a range of regional topics, such as; ‘The next chapter for fintech (UK/EMEA)’, Roadmap for small business in North America (US & Canada) and Xero's 'Rebuilding Australia: The role of small business' report (AU).
During the course of the campaign, we ran five global and regional social media competitions, several live streams on Facebook and LinkedIn, polls and more. We also sent goodie bags to some of our customers and accounting and bookkeeping partners (pictured below) which included cinema themed popcorn and tickets.
The Xero on Air campaign exceeded our benchmarks, goals, and expectations. The sentiment of the conversations across social media was 99% positive or neutral which shows the general atmosphere of the campaign. 19.5k people registered which was 144% over the initial target. There were 2.9m+ impressions and 29k interactions on our social content alone and we drove 4k people to the landing page which made up 20.5% of the total registrations.
As well as exceeding our targets, we also successfully created an online community in a time when it was needed the most. Partners and small businesses shared their favorite episodes on social, tuned in and chatted throughout our live streams, and even created their own hashtag #Stay in honour of the ending scene in most episodes where a fellow employee says “Stay right there” (screenshot included).
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