Us Work Careers Feed DM
Privacy policy
Sydney Fri 17 May 4:14pm
Melbourne Fri 17 May 4:14pm
LA Fri 17 May 4:14pm
NYC Fri 17 May 4:14pm
Auckland Fri 17 May 4:14pm
Singapore Fri 17 May 4:14pm

Xero

Strengthening Xero’s position as a trusted partner for Singapore’s small businesses

Executive Voice
Public Relations
Strategy
The challenge

When Xero engaged us as their agency of record in Singapore in 2024, the objective was clear: help them rise above the noise in a crowded tech market and become the go-to voice for small businesses in Singapore. While the brand was best known for its market-leading accounting and bookkeeping software, Xero had a much bigger story to tell on how its digital tools empowered small businesses in Singapore and helped prepare for long-term growth and resilience.

The story

Our work with Xero began in Australia, where we supported content and messaging that helped shape their brand voice. In 2024, the partnership expanded to Singapore with a media relations remit.

To stand out in a crowded tech market, we brought Xero’s insights to life, spotlighting small business success stories, bold opinions on emerging trends like AI in accounting, and future-focused research.

We also drove media attention to the Xero Beautiful Business Fund, a SG$630,000+ initiative supporting small businesses and non-profits and positioned Xero as a credible voice around one of Singapore’s biggest moments: the Budget. From sharp pre-Budget commentary to a post-Budget roundtable with The Business Times, we helped Xero cement its role as a trusted champion of small business growth.

Impact

  • Enhancing brand awareness and reach: Secured over 100 pieces of media coverage across earned and paid channels. 
  • Influencing key industry conversations: Led with over 20 pieces of coverage around the Singapore Budget, with nearly half in Tier-1 outlets.
  • Solidified Xero’s reputation as a champion for small businesses through impactful research, data-led storytelling, and strategic collaborations.

 

Find out more about Sling & Stone Singapore.