Champion of sole traders
The Challenge
Australian sole traders are extremely under-represented and an untapped market opportunity. We needed to highlight Hnry’s reputation for making self-employment safe, compliant and effortless, while ensuring clear differentiation from competitors.
Our Solution
An earned-first comms hub with unique content pillars to ensure Hnry stood out in a sea of SMB software solutions as the hero of a unique economic cohort. From talking about tax to advocating for recognition of the sector, we honed-in on market education, building trust and awareness. We have carefully defined audience segments such as tradies, freelance creatives and healthcare workers to demonstrate use cases, bolstered with first-person case studies, data insights and timely commentary to land headlines in widely-read publications alongside informative vertical coverage.
As a result, this Kiwi start up is quickly becoming the voice for the self-employed in Australia thanks to our hyper-local approach and focus on connecting with our core segments. With a steady drumbeat of editorial coverage across verticals, we’ve successfully positioned Hnry as the voice for the self-employed in Australia.
Results
300+
earned media features, 50% in top tier publications
300M
potential reach
85%
spokesperson inclusion
20%
linkbacks driving digital traffic
History Will Be Kind - Proudly part of the Deepend Group
