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Group745
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Kashflow - #BreakTheMould

Kashflow
04/01/2023
Advertising Agency
London, UK
7
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Credits
Agency / Creative

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).

About Manifest
We build brands that change the world

In a world defined by experiences, it’s not enough for brands to simply stand for something – they must stand up for it. We are a brand communications agency built for this new purpose-driven era. 

Our agency is born from the belief that great marketing is no longer just about selling products; it’s about starting movements. So that’s what we do.

We love big strategy, big ideas, big data and big hearts. We are powered by creativity and pride ourselves on finding real solutions to real problems. We have offices in London, Manchester, New York, Stockholm & Melbourne and we complain about the weather in all of them. We love our work, we’re never boring and we always buy our round. Above all, we work hard and we’re nice to people.