Kashflow - #BreakTheMould

The Challenge

Prove to the public that cloud-based accountancy is both sexy, and the cornerstone to setting up and running any business from scratch.

The Manifest Approach

Unlocking the opportunity presented by the most depressing time of the year – Blue Monday – Manifest created a unified content campaign to drive brand awareness and press coverage.

Break The Mould

Manifest built an integrated content campaign that used video to help drive press interest in the brand — including leaving ‘in case of crisis, Break the Mould’ boxes with startup kits inside on Blue Monday across London.

Containing a £50 note, a letter from Kashflow founder Duane Jackson and an annual subscription to Kashflow, we challenged those disillusioned with their jobs to start something new and follow their dreams.

Blue Monday, as the day that has the highest resignation rates each year, serves as a reminder of the mental health strain that different jobs can have on an individual. Turning cloud-based software into a larger movement, the ties between accounting and emotion drove London-wide press coverage. 

The campaign made Kashflow number one in terms of share of voice in the category, leading to Kashflow being acquired for £20m (approx. $36 million).