360 Księgowość & 360 Kadry i Płace
How to build the authority of accounting and HR brands through niche experts?
360 Księgowość and 360 Kadry i Płace are modern cloud-based systems belonging to one group. They are aimed at different business departments. The accounting brand focuses on finance automation for small and medium-sized enterprises and accounting offices. The HR brand is dedicated to HR specialists, supporting the management of payroll processes and human capital based on current legal regulations.
Our task as a creative agency was:
- Developing a B2C influencer marketing strategy.
- Selecting expert opinion leaders in the niche HR and finance sectors.
- Executing a substantive video campaign on Instagram and TikTok platforms.
Client's Business Goal
- Building digital authority and trust: In the financial and HR industries, these are key factors in choosing a provider.
- Raising brand ranking in search results through presence in high-value, substantive content.
Our Solution: Why Influencer Marketing?
We proposed activities involving industry opinion leaders. In highly specialized sectors, trust is gained through recommendations from people recognized as authorities. We chose this direction to:
- Transfer trust from the expert to the product, thereby shortening the decision-making process for potential customers.
- Show the system in practice, embedding it in substantive content regarding complex legal and tax regulations.
The Challenge: The main challenge in this strategy was the very small base of creators. We selected only those individuals who are fully credible to professionals.
What Did We Do?
We focused on expert creators tailored to the specific target audiences of each brand:
- For 360 Kadry i Płace: We concentrated on authorities in the field of labor law and human resource management. We invited individuals such as @dochodowa.firma and @kadrywpigulce to collaborate.
- For 360 Księgowość: We selected opinion leaders from the field of finance and business consulting, including: @podatki_nie_gryza and @ksiegowazpasja.
Communication took place through substantive Stories and short video forms on Instagram and TikTok. Instead of a typical advertisement, the creators showed how 360 Księgowość and 360 Kadry i Płace systems help them solve specific professional problems.
Efekty
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Collaboration with accounting and HR experts
- We prepared 18 substantive materials (10 for accounting and 8 for HR), in which specialists showcased 360 systems in their daily work.
- We created a reach potential to a precisely selected group of followers among the engaged experts (162 888 in the accounting industry and 89 806 in the HR sector).
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Building brand trust
- Instead of traditional advertising, we focused on product recommendations by industry authorities.
- As a result, 360 brands became visible where customers seek professional knowledge, significantly shortening the time needed to make a purchase decision.
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100% organic influencer marketing
- Our video materials were viewed over 51 000 times in a completely natural way.
- All interest was generated through high-quality content, without spending additional money on paid online promotion.
