Visma E-conomic
The art of compelling branding: when storytelling and strategy come together.
The art of compelling branding: when storytelling and strategy come together.
Owned by leading European software and IT services company Visma, e-conomic is a cloud-based accounting software designed primarily for small and medium-sized businesses, with more than 240,000 Danish clients under its belt.
For a brand repositioning project, their team asked us to bring a fresh pair of eyes and new thinking. Instead of retelling e-conomic's story with product details and accounting jargon, we suggested letting their customers do the talking. And so we did.
Brand awareness is tricky to measure, especially in B2B. People might see the ads, read content, or hear about a brand long before engaging with it directly, making attribution murky.
Metrics like ad recall or engagement help, but they only feel subjective, and results often show up long after the fact. As a result, marketers often face a disconnect between awareness activities and concrete business outcomes, even though brand perception strongly shapes trust and purchase intent.
Our media team partnered with our creatives on a 360° plan to bring their stories to life. We focused budgets on eye-catching formats like reels, stories, banner ads, and newsfeed placements.
We kicked off digitally in April 2025 to build momentum before rolling out bold out-of-home ads across Denmark and video spots on national TV. Train stations and metro hubs featured the most striking visuals, timed to maximise memorability.
We ran a YouTube brand lift study on ad recall and brand awareness to measure impact and saw a significant lift. We also tracked LinkedIn dwell time, Meta's estimated ad recall, and CPMs to ensure strong results at efficient costs.
