The art of compelling branding: when storytelling and strategy come together

COPENHAGEN, DENMARK

Brand awareness is notoriously hard to measure, especially in B2B. That’s why, when we teamed up with e-conomic, we took a different approach than the conventional methods.

e-conomic (indeed spelt with a lower-case "e") has helped more than 250 K businesses streamline their accounting needs. For their brand repositioning initiative, our creatives approached it with fresh eyes. Instead of retelling e-conomic’s story with product details and accounting jargon, we let their customers do the talking.

e-conomic found four protagonists to lead the narrative of their platform and what it meant for their businesses. From a bowling alley boss to a CFO of 70+ businesses, our protagonists built trust around e-conomic, brought emotional honesty, and appealed to a large audience. Their authenticity shone through the campaign, bringing e-conomic to life as the partner that helped make their jobs easier.

The perfect blend of digital and real-world advertisementThe perfect blend of digital and real-world advertisement

Our media team worked with creatives on a 360-degree plan that amplified their stories to the masses. Budgets were focused on large-format video and static placements, like reels and stories, large banner ads, and newsfeed. The rollout began in April 2025, starting with digital to build momentum, followed by high-impact out-of-home advertisements across Denmark and video ads on national television. The eye-catching ads in train stations and major metro stops were strategically timed to boost memorability.

To measure the impact, the team ran a brand lift study with YouTube. The study focused on ad recall and brand awareness, showing a statistically significant increase in awareness. It confirmed that audiences remembered our creatives and the brand behind them. The team also looked at metrics like dwell time on LinkedIn, estimated ad recall on Meta, and CPMs to ensure ads were driving results at efficient costs.

This wasn’t just a creative win. It confirmed that the combined force of customer-led storytelling and strategic placements measurably increases awareness.

Clean lines between strategy, story and scaleClean lines between strategy, story and scale

At Frankly, we believe great campaigns aren’t built in silos. This campaign was successful because strategy, story, and scale were non-negotiables from the start. It’s an example of how brand work not only looks good, it also performs.

For a B2B brand like e-conomic, where awareness is a long game, this kind of result is a signal that the message landed and stuck. e-conomic’s customers brought the stories. We helped strengthen the punch, retelling their powerful proof points within the right channels and placements, at the right time.

Want brand work that connects and performs? Start with the story, back it with the media channels where your audiences are most receptive and make sure you’re measuring what matters most. When brand work is built on trust, planned with intention and measured with precision, the results speak for themselves.