Vertical Brand Campaign

Brand campaign built around four ideal customer profiles identified through FreshBooks’ customer data, this brand campaign brought the tagline “Make the hard part easy” to life through four distinct storylines, each with its own creative hook and FreshBooks brand colour. Working closely with an external agency and internal creative team, I helped develop the overarching concept, visual direction, and storyboards, ensuring each narrative felt relevant to its audience while building a cohesive brand experience. The campaign was designed to strengthen brand recognition by showing how FreshBooks helps simplify the most challenging parts of running a small business and gives time back to business owners. The work reached 2.2M unique people through 7.6M impressions, driving a 9.7% increase in baseline brand recall, a 4.5% recall lift, and 10.1K conversions.