Discover how VML helped Sage, a pioneering software brand, boldly disrupt traditional B2B marketing by connecting with customers on a deeply emotional level. The campaign embraced new channels and humanized its message, reigniting Sage's relevance and propelling it to the forefront of small business solutions. Prepare to be inspired by a story of true innovation and impact.
Boss It
Transforming B2B marketing by empowering small businesses with the emotional control to truly "Boss It”
Client
- Sage
Office
- London
Redefining the narrative in B2B to inspire business owners to share stories of taking charge and celebrate the entrepreneurial spirit.
Sage, a venerable UK software pioneer, found itself at a crossroads. Despite its legacy, the brand was being outmaneuvered by competitors with massive advertising budgets, and its own messaging felt increasingly product-focused and disconnected. Small and medium-sized businesses (SMBs) were disengaged, and Sage was fighting to reclaim its crown and re-establish a meaningful connection with the very customers it served. The challenge was clear: Sage needed to break through the noise and resonate with an audience that felt disengaged.
The transformative insight arrived when Sage realized that SMBs desired far more than just software features – they craved control over their businesses and, by extension, their lives. This wasn't about accounting; it was about empowerment. The core inspiration became "Boss It"—a powerful, emotional directive that spoke directly to the aspirations of business owners. This shift from product specifications to emotional empowerment became the guiding light, allowing VML to redefine Sage’s narrative and forge a deeper bond with its audience.
The "Boss It" B2B campaign was a vibrant, multi-channel movement that was original, simple and incredibly exciting. We recognized that to truly empower business owners, we needed to meet them where they were, both emotionally and digitally. This meant an unprecedented leap for a B2B brand: fully embracing TikTok, alongside traditional channels like TV, Out of Home, print, radio and social media. The "Boss It" idea made Sage famous for the feeling of control, not just the tools, inspiring millions to share their stories of taking charge and celebrating their entrepreneurial spirit.
The "Boss It" campaign didn't just shift perceptions; it delivered extraordinary, tangible growth and positive change for Sage and its customers. By focusing on emotional empowerment and meeting audiences on new platforms, we saw an incredible resurgence in engagement and sales. The campaign transformed Sage's relationship with its audience, turning disengaged SMBs into enthusiastic advocates and making "Boss It" a cultural phenomenon. This wasn't just about numbers; it was about making Sage a true partner in their customers' success stories, helping them feel empowered to navigate their business journeys.
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