Vertex Inc

Following the successful launch of our brand campaign in 2023, we entered the 2024 planning cycle intending to bridge the gap between brand awareness and demand generation.

To achieve this, we implemented an awareness-focused campaign designed to demystify the complexity around tax technology and land the idea of seamless end-to-end compliance.

Our solution

The pressure that Tax and IT audiences are under is unfathomable – keeping up with the ever-changing pace of regulatory technology. Increasingly this audience is being tasked to do more with less, we focus on the idea that while tax is tough, with one global compliance platform, it doesn’t have to be with Vertex Continuous Compliance.

Bringing the idea to life

The campaign's core idea involved portraying a tax and IT professionals world before and after Vertex. This straightforward visual language instantly connected with our audience, creating a powerful counterpoint between their current reality and what’s possible.

The idea of being able to do more with Continuous Compliance establishes distinctive and ownable ideas that cut through to deliver top-of-funnel awareness. The idea was brought to across multiple formats including video, audio ads, ebooks, and media-rich display banners.

Omni-channel campaign

To ensure maximum reach and impact, we executed a connected omnichannel campaign tapping into the existing behaviours of our target audience.

/ Podcast Advertising: To reach our target audience in a more engaging and personalised format, we ran pre-roll podcast ads and host reads across four popular podcasts.

/ Connected TV (CTV) Advertising: As a pilot in the US, we explored the potential of CTV advertising on LinkedIn. This allowed us to reach our target audience in a premium video environment and deliver highly targeted messages.

/ Digital Advertising: We partnered with leading publishers like GumGum, FT, Handelsblatt, and CFO Dive to deliver targeted display ads to our ideal audience.

/ Digital Media: We ran targeted media campaigns on platforms like LinkedIn, 6Sense, and YouTube to engage with our in-market audiences and drive traffic to our website.

By leveraging a diverse mix of channels, we were able to reach our target audience effectively and drive meaningful engagement with our brand.