Over the past year, we’ve had the exciting opportunity to work with Accounts Direct, helping to bring their accounting services brand into the 21st century.
With a strong foundation built on making life easier for business owners, Accounts Direct wanted to reflect their service-led approach online and across social media in a way that was fresh, engaging, and modern.
In collaboration with Business Director Andy Jackson , we embarked on a creative journey to develop a set of brand characters that would make accounting not just relatable, but even a bit fun for small businesses.
This led to the birth of “Fun Socks Guy,” a character who quickly became the face of the brand.
Fun Socks Guy was designed to capture the approachable and friendly nature of Accounts Direct, making appearances across their website, emails, blogs, and social media channels. His playful persona transformed complex accounting topics into something more accessible and enjoyable for clients. And the results were outstanding—Fun Socks Guy generated thousands of leads through the social ads we created for the business.
Building on the success of Fun Socks Guy, we expanded the character series to include a variety of personas, each tailored to different aspects of Accounts Direct’s services. These characters were strategically integrated into various ad campaigns, with each one bringing a unique twist to the brand’s messaging—whether it was a humorous take on tax season, practical business advice, or motivational content.
These vibrant, character-driven ads not only boosted engagement but also made Accounts Direct’s content more memorable and relatable to their audience. The characters became a key element in showcasing the brand’s expertise and understanding of the real-world struggles faced by small business owners.
Objective: Generating High-Quality Leads
To capitalise on the momentum created by these characters, we launched a targeted Facebook ad campaign aimed at SMEs with a turnover of £1 million and under. The ads featured our newly developed characters and highlighted the unique benefits of Accounts Direct’s personalised accounting services, showcasing how they truly understand the needs of small businesses.
Alongside the ads, we implemented a nurturing funnel that included informative emails and free consultations, ultimately converting these leads into clients. We also supported the campaign with over a dozen landing pages and microsites, each designed to capture interest and drive conversions.
Results: A Winning Campaign
The campaign was a resounding success. In just a few months, we generated over 500 high-quality leads, with an average cost per lead (CPL) of £24.
This demonstrated the power of a well-targeted ad strategy combined with engaging, character-driven content. Not only did we meet the client’s objectives, but we also exceeded them, delivering significant returns on advertising investment and reinforcing the value of tailored advertising and strategic follow-up in driving business growth.
Now, as the proud brand guardians for Accounts Direct, we continue to evolve these characters and the brand’s messaging, ensuring that as the business grows, so too does its connection with its audience.
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