70% reduction in CPA

The Business Challenge

When it comes to running a business, every minute counts. MYOB wanted to remind small business owners that with the right tools, they could spend less time buried in admin and more time focusing on what really matters.

The challenge was to demonstrate that MYOB is more than accounting software. It is an enabler of balance and productivity, helping business owners reclaim their time. To do that, MYOB needed to reach audiences with content that felt both credible and relatable, showing real people using the product to make their work lives easier.
‍

The Insight

Small business owners trust people who understand their world. Instead of polished brand messages, they look for genuine experiences and practical advice from peers they can relate to. The insight was that educational content, when told through the right creators, can perform just as powerfully as entertainment if it offers clear value.

Fabulate helped MYOB tap into this opportunity by partnering with creators whose audiences mirrored their customer base, ensuring every story felt authentic and grounded in reality.

‍

‍

The Execution

Fabulate worked with six creators from a range of industries, from tradies to entrepreneurs, to showcase how MYOB helps keep their businesses running smoothly. Each creator shared their version of what “working smarter” looks like, creating content that blended education with authenticity.

The campaign focused on approachable storytelling and clear, real-world examples of MYOB in action. Posts demonstrated how features like automated invoicing, expense tracking and cash flow insights free up time for what matters most.

Every piece of content felt native to the creator’s world, building trust and relatability with business owners across Australia.
‍

The Results

The campaign proved that educational creator content can be both engaging and performance-driven:

• 78% decrease in CPA compared to branded content
• 2%+ engagement rate, showing the message resonated with the target audience
• 200+ conversions in three weeks, delivering quality leads through credible storytelling

By combining credibility, relatability and clear product education, the campaign positioned MYOB as the go-to tool for small business owners who want to spend less time on the books and more time building their business.

‍