Holded’s ERP software for SMBs and entrepreneurs was getting traction and investment. But to continue on this path, the next step had to be a big one: become the category leading brand in Spain.

By running brand workshops and audience surveys, we discovered that SMBs and entrepreneurs often feel under represented in media. So we crafted a core campaign message focusing on the emotional ups and downs of entrepreneurship: Your companion for the journey.

We created a series of stories starring real Holded customers. Each story was repurposed into video assets for the entire funnel—case studies, ads, and social media. Over time our approach evolved with more traditional brand awareness ads, highlighting user painpoints in a bold, fun way.

By retargeting customer story and ad viewers with more product-focused ads, we made YouTube into Holded’s most cost-effective customer acquisition channel.