A compliance product launched into a category that did not exist yet, where the market had to be taught the problem before it would buy the answer.

123 Sheets launched a compliance product into a category that did not exist yet. Prospects did not recognise the problem it solved, so they were not searching for an answer, and a conventional sales message had nothing to land on. The market had to understand the problem before it would consider the product.

We led with education rather than promotion. One of our digital squads explained the category from scratch through a content programme of guides and video, each piece built to teach the problem in plain terms before introducing 123 Sheets as the answer.