Invoice2go was a simple invoicing and billing app with big aspirations. After its founding in Australia in the early days of iPhones, it grew quickly in popularity with construction and trades workers the world over by providing an easy, textable invoicing solution for its subscribers.

By focusing only on the construction and trades customer subset, entire swaths of small business categories were untouched and completely oblivious to the app. Small business owners in other categories — such as graphic design, public relations, web development, personal training, wellness coaching, financial consulting, photography and more, were all potential subscribers of the I2G invoicing app. Yet, they had no idea it existed, because they had largely been unseen in the brand’s previous marketing efforts.

Invoice2go needed to make a focused brand effort to reach new small business categories — specifically women-owned businesses — if it wanted to grow its customer base. To accomplish I2G’s business objective of expanding into new categories, we put a brand marketing strategy into place which would diversify I2G’s presence in the market. 

A brand refresh that opened new revenue streams

First, we refreshed the brand and upped its game in diverse representation. We rebranded I2G with a special emphasis on diversity of both customer background and profession, and expanded representation throughout I2G’s lifestyle imagery, brand voice, and values, especially for women-owned businesses.

We were instrumental in developing the brand’s multi-layered tone-of-voice, content-rich brand website, tone-right ads, and educational materials to attract and speak to a whole new audience. We built supported special communities for micro-groups — such as female founders and creative entrepreneurs. We launched a global podcast featuring and attracting women-owned businesses. By shining a spotlight on niche groups of entrepreneurs, we built brand equity with multiple demographics and lifted their voices so they could succeed and shine.

Subscriber growth through inclusive content and communities

Our team also created a suite of free online small business courses that applied to all businesses — from landscapers to life coaches. The Invoice2go academy offered classes that helped entrepreneurs live their best lives in every aspect. 

This academy included a minority-owned business grant program that helped small business owners get their ideas off the ground. The GROW by Invoice2go program supported minority-owned businesses and elevated entrepreneurs from diverse backgrounds. We also appealed to small business owners in the creative industry through creative collaborations with independent artists across the world.

Increased subscribers, decreased churn, tangible results

For Invoice2go, we built a demand generation ecosystem based on brand equity that quickly increased the Invoice2go global profile during the pandemic — a time of great uncertainty in the market. The company’s customer base expanded and grew while outshining competitors.