Bill.com Social Campaign Drives High Engagement Among New Audience

The Challenge

Bill.com engaged Walker Sands as a strategic partner to help scale its social media program, grow its audience and increase engagement. Following a subsequent brand refresh, Bill.com needed to reposition itself as a mid-market player ahead of its IPO. Specifically, Bill.com wanted a campaign that would drive awareness among its new target audience of midsize companies, and it turned to Walker Sands to tell the story through social media.

The Solution

To reach Bill.com’s new audience, Walker Sands created a social media campaign centered around the success story of its mid-market client Quicken. First, the team conducted market research to better understand how the Quicken case study could highlight Bill.com’s solutions for common pain points via its social media channels, followed by a brainstorm of ways to illustrate the case study’s main points and drive meaningful engagement. To help visualize the story, break through digital chatter and capture interest, the team decided to use a combination of static images and motion graphics, with the ultimate goal of driving awareness and audience excitement.

With the campaign direction in place, the Walker Sands team – led by a creative director working with illustrators, animators, copywriters and social experts – partnered closely with Bill.com to move the project from concept to completion, which included outline development, scriptwriting, storyboarding, design and video editing.

Within a month of the campaign’s conception, it was launched on Facebook, Twitter, LinkedIn and Instagram. Bill.com’s Instagram had launched just a week prior, and the team saw an additional opportunity to explore a new avenue of promotion through Instagram Stories. Over the course of six weeks, 15 posts and a 10-slide Instagram story highlighting the Quicken case study were promoted across platforms to engage Bill.com’s mid-market audience. The story was saved on Bill.com’s Instagram profile using the Highlights feature to further increase its lifespan and potential for audience engagement.

In addition to executing the organic social media promotion, Walker Sands also supplied Bill.com with the assets for paid promotions to further engage their target audience.

The Results

The Quicken case study social campaign drove impressive results across channels, achieving Bill.com’s goal of driving awareness and audience excitement through a high number of impressions, engagements and new followers. 

By using both static and motion graphics combined with compelling copy to grab the attention of Bill.com’s target audience, Walker Sands was able to achieve above average engagement and drive traffic to Bill.com’s website – proving the value of visual-led storytelling on social media to illustrate company shifts and solutions to pain points.

• 1,317 total engagements
• 5.8% engagement rate 
• 22,000+ total impressions
• 102 new followers
• 680 total website sessions

Ultimately, the Quicken social campaign not only successfully reached Bill.com’s target audience following its brand refresh, but also helped further position Bill.com as a mid-market player ahead of its IPO.