Case Study: Xero launches in South Africa with Definition’s fintech PR strategy

Xero launches in South Africa with Definition, earning 59 media hits

Xero, a leading cloud-based accounting software provider for SMEs, faced the challenge of building excitement and generating buzz for its upcoming launch into the South African market. The New Zealand-based company engaged the fintech PR services of Definition to support this expansion.

Definition developed a strategic PR campaign that involved newsjacking the launch of Starbucks in South Africa to promote Xero customer Motherland Coffee. The vendor also produced local case study videos and commissioned research on the state of small business in the country to tie into the launch. This strategy secured 59 positive media hits, including 19 in the trade press and 6 national broadcast interviews. The campaign successfully excited the target audience, resulting in oversubscribed launch events in both Cape Town and Johannesburg.

Xero