Our work

Invoice Home: Reporting on the State of Small Business + Mental Health

Diffusion was appointed by Invoice Home, an invoicing software platform for small businesses, to elevate the brand in the U.S. Diffusion leveraged Invoice Home’s small business expertise along with consumer data to lead conversations in key target outlets around timely topics that greatly affect their core audience – small business owners, freelancers and entrepreneurs in the U.S.

Insight & Idea

Diffusion partnered with research group Censuswide to conduct timely research to create owned content that could be leveraged for media opportunities. Diffusion created The “State of Small Business Mental Health” report, a research project used to target key business media and discuss hot topics already being talked about in the.

To shed light on the current state of mental health for small business and entrepreneurship, Diffusion also activated a research campaign around Mental Health Awareness Month, highlighting the lengths that small business owners will go to or have gone to to keep their business afloat, and the impact it has on their mental health. How much are they struggling? What are the cultural and financial factors causing them to feel this way? We positioned Invoice Home as a thought leader in this space, weaving into an ongoing narrative about how critical invoicing and receiving payments on-time is for the livelihood of today’s entrepreneurs.

Building on the momentum of the initial research peak, Diffusion capitalized on the news cycle around the upcoming holiday season and how the economy would impact consumer spending. Diffusion leveraged Invoice Home’s co-founder and CEO to share his insights, highlighting the need for small businesses to focus on building up the customer experience during these challenging times.

As Invoice Home approached its 10 million user milestone, there was an even greater opportunity to share the company’s growth story through targeted media outreach. Diffusion leveraged consumer research, combined with expert commentary from Invoice Home’s founder and CEO, to position the brand as a leading voice in the Fintech industry, resulting in heightened brand awarenss across key business and technology publications.

Impact & Action

To date, the campaign has generated more than 1.4B+ unique impressions through these research peaks, and increased exposure to key business and trade audiences through positive, earned media coverage and thought leadership articles. Invoice Home has been featured in outlets such as Forbes, Fortune, Small Business Trends, Sourcing Journal, WWD, and more.