OBJECTIVE
Help MYOB reclaim its position as the original and most trusted business platform for Australian SMBs, moving the brand from "that old accounting software" to a genuinely innovative, people-first tech company.
CHALLENGE
The SMB space is packed with cheaper, shinier challengers. Getting audiences to see MYOB differently meant more than a rebrand, it meant earning back trust while still driving real conversions against a $5/month offer, at a time when small businesses were already doing it tough.
The approach
I produced the full paid performance asset suite across paid social, OOH, and display banners, tailored per funnel stage, with multiple talent and message variations to support audience segmentation and creative testing.
IMPACT
The campaign exceeded expectations across every funnel stage over five months: +9% in brand understanding, +31% consideration among new audiences, +87% overdelivery on website sessions, and sign-ups +12% above target. Brand-led creative across OOH and display also cut customer acquisition costs by 37%, turning previously dismissed channels into top performers.
client
MYOB, The OG
Year
2024
service
Concept, Web Design
