"myob" logo on a peach panel beside a man in a dark work top and tool harness talking and gesturing in a backyard
Submitted by Fabulate

Cutting CPA by 70% by turning creator content into high-performing acquisition for MYOB

Influencer Marketing

Fabulate partnered six creators with audiences mirroring MYOB's small business customers, turning educational creator content into acquisition which Fabulate reports cut CPA by 78% compared to branded content.

-78%CPA decrease vs branded content
2%+engagement rate
200+conversions

Case in 60 seconds

MYOB needed to be understood as more than accounting software, as an enabler of balance and productivity, which meant reaching small business owners with content credible enough to show real people reclaiming time from admin.

The campaign appears to turn on the observation that small business owners trust peers who understand their world, so education delivered through relatable creators can perform as strongly as entertainment because it offers clear value.

The idea was to cast creators whose audiences mirrored MYOB's customer base and let each one tell a version of working smarter, so the product argument arrived as peer experience rather than brand message.

Fabulate worked with six creators from a range of industries, from tradies to entrepreneurs, producing posts that showed automated invoicing, expense tracking and cash flow insights freeing up time for business owners across Australia.

Fabulate reports a 78% decrease in CPA compared to branded content, a 2%+ engagement rate and 200+ conversions in three weeks, which the agency presents as evidence that educational creator content can be performance driven.

Strategy Breakdown

Small business owners in Australia, including tradies and entrepreneurs, who want to spend less time on admin and the books.
Accounting software is judged on function, so MYOB carried the problem of being read as a tool for the books rather than as something that returns time, which is why the work argued through demonstration rather than through claim.
The page casts MYOB as an enabler of balance and productivity rather than as accounting software, with automated invoicing, expense tracking and cash flow insights positioned as the means by which owners reclaim their time.
Small business owners are described as looking for genuine experience and practical advice from peers rather than polished brand messages, which is the behaviour the creator roster was assembled to meet.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Fabulate

Creator role

  • kemma — creator

Results & Evidence

MetricValue
CPA Decrease vs Branded Content78% decrease in CPA compared to branded content
Engagement Rate2%+ engagement rate, showing the message resonated with the target audience
Conversions200+ conversions in three weeks, delivering quality leads through credible storytelling
Creators EngagedFabulate worked with six creators from a range of industries, from tradies to entrepreneurs, to showcase how MYOB helps keep their businesses running smoothly.

Why Fabulate's strategy worked

  1. 1

    Casting for audience composition rather than follower scale gives a product claim its credibility, because a viewer who recognises the creator's working life reads the demonstration as advice rather than as advertising.

  2. 2

    Education can carry acquisition as well as awareness when the content names specific product functions, since a viewer shown a concrete time saving has already been given the reason to act.

  3. 3

    A small roster spread across different trades and business types covers more of a fragmented audience than a single sector roster, because each creator proves the same claim in a different working context.

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