Thomson Reuters

Helping Thomson Reuters make tax engaging

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In 2018, Australian regulatory changes required multinational corporations to provide rigorous reporting. The looming deadline and heavy penalties for each late or non-compliant statement meant that this base erosion and profit sharing (BEPS) regulation was a certified big deal for the finance industry — and an opportunity for Thomson Reuters.

Key Objectives

  1. Produce leads for Thomson Reuters’s product, ONESOURCE
  2. Position Thomson Reuters as a trusted adviser and thought leader among target corporate accounts in Australia

Background

Online
content

Hero content
including white papers

Static
infographics

PR and media
coverage

Social
amplification

In 2018, Australia regulatory changes required multinational corporations to provide rigorous reporting. The looming deadline and heavy penalties for each late or non-compliant statement meant that this base erosion and profit sharing (BEPS) regulation was a certified big deal for the finance industry — and an opportunity for Thomson Reuters.

Fortunately, Thomson Reuters’s financial software ONESOURCE has a number of solutions to help multinational businesses to easily complete their financial reporting in accordance with BEPS’s country-by-country rules and regulations.

Our Approach

Thomson Reuters’s target audience — CFOs and tax directors of multinationals — needed guidance on the new BEPS requirements and the risks of inaccurate reporting, so we developed a content strategy that would remediate this.

We created content that best fit each audience on their preferred channel. This required a mix of formats, from white papers and articles to infographics, social tiles and checklists.

We used paid distribution on Facebook and LinkedIn using job title and industry targeting, combined with retargeting strategies. The program also included a PR component to reach a broad audience.

The Outcome

  • Over a 10-week campaign, Thomson Reuters gathered 77 leads, including 20 who requested immediate contact with specialists. These were excellent results for a high-value product that typically had a long and complicated marketing funnel
  • The social campaign brought in thousands of clicks from key audiences, such as CFOs, finance, IT and tax professionals
  • Thought leadership content placed in top tier media outlets, including the Australian Financial Review, Public Accountant and Accountants Daily