Client and context
Cegid Contasimple is management software for the self-employed and small businesses that simplifies invoicing, payments, accounting and tax. A tool built to cut paperwork and make day-to-day control of a business easier.
From technical software to a brand that matters to the self-employed.
We turned the complexity of invoicing, getting paid and handling tax into content the self-employed actually want to watch. More than 10 million views.
The case
«Tax isn't usually easy to turn into engaging content. The challenge was turning that complexity into an editorial opportunity.»
The challenge: making a technical, undifferentiated category matter
Invoicing, tax and admin are part of daily life for anyone self-employed, but they aren't usually easy subjects to turn into engaging content.
Contasimple needed to strengthen its awareness, stand apart in an increasingly competitive market and build a closer relationship with freelancers, professionals and small businesses.
On top of that, regulatory change and the arrival of systems like VeriFactu were creating new questions and information needs. The challenge was turning that complexity into an editorial opportunity for the brand.
The solution
A Social First strategy built around real problems.
Estrategia Social First
We moved from functional communication to a human, recognisable narrative built on real situations the self-employed face.
Territories and content
New editorial territories and formats combining education, topical news, usefulness and entertainment.
Video and native formats
Video at the centre, with people-led content and pieces made for Instagram, LinkedIn and TikTok.
UGC on TikTok
Fast, friendly, explanatory videos, with creators broadening the brand's voices.
Paid Media and analytics
Amplification of the best content and continuous optimisation of editorial performance.
Technology wasn't approached as a pile of tools, but as a connected ecosystem along the same customer journey: from discovery to conversion, loyalty and repeat business.
Community and content.
Audiencia profesional.
TikTok
UGC and reach.
Meta Ads
Content amplification.
The Creator
Our own creator network.
Metricool
Measurement and planning.
The impact
From explaining software to building a brand that matters.
Contasimple multiplied its visibility and accelerated community growth with communication that is closer, more useful and adapted to each channel. The brand stopped talking only about features and started reflecting the real concerns of people running a business.
Views+10M
Followers in one year+14,7K
Instagram community+103%
LinkedIn followers+632%
Let's talk about growth.
Tell us where your business is right now and we'll look together at which digital opportunities can move you forward.