Problem
For finance and accounting teams, month-end and year-end close are some of the most stressful moments of the year. Dreaded long hours, tight deadlines, and little margin for error. FloQast needed a campaign that shifted perception from accounting software as obligation to accounting software as relief.
Solution
I designed the campaign around the idea that FloQast becomes the accountant’s best friend, so reliable and helpful that teams give it nicknames. The platform was positioned not just as software, but as a trusted partner that makes even the most dreaded deadlines manageable.
Linkedin Engagement Campaign
The “Helping Is Our Middle Name” campaign celebrated the unexpected joy FloQast brings to finance and accounting teams by easing high-pressure workflows. Visual storytelling leaned into personality and warmth, transforming the traditionally rigid tone of finance software into something approachable and memorable.
Website
The website extended the campaign’s personality into product storytelling, balancing in-depth feature explanations with moments of levity that reinforced FloQast’s helpful role. Messaging and visuals worked together to make dreaded workflows feel less scary and more collaborative.
Infographics
Infographic and thought-leadership materials helped extend the idea across full-funnel marketing stages, from awareness campaigns to performance-driven communications.
Impact
The campaign helped increase pipeline engagement and contributed to measurable growth in new customer acquisition, supporting a 28% increase in qualified leads and a 19% rise in closed new business during the campaign period. More importantly, the work strengthened brand affinity and helped turn FloQast from a utility into a BFF.
