Bokio – customer testimonials increase trust in the brand

The challenge: reduce the advertising ‘feel’

Bokio faced a communication challenge that many brands recognise. The company has a product that really solves a problem, but how do you talk about it without falling into the classic, rather dry-sounding product description trap?

The goal was to create filmed content that increases people’s trust in the service, without sounding like it was advertising. Together with Appelberg, Bokio decided to focus not on how the book-keeping service works technically, but on what it frees up: time and freedom for those using it. The ability to do what you want to do, not have to do.

The solution: filmed customer portraits with a clear human focus

During the research phase, we didn’t go out and look for just any happy customers. We specifically looked for users who had a strong hobby interest outside of work—something they would rather spend their time doing than accounting. This gave us both the stories and the contrast between life with Bokio and life without Bokio that we needed.

The result: three profile films

Freja, a hairdresser who was expecting her second child and wanted to spend every free moment with her family, not in front of an accounting program.

Jacob, the tech entrepreneur who was able to dabble in his hobbies of ice hockey and water skiing instead of getting stuck with paperwork.

Gustav, the workshop leader whose day starts and ends on the golf course and, thanks to Bokio, can keep it that way.

Through these three different stories Appelberg was able to show exactly what Bokio delivers (a convenient and effective service that frees up time for the user), without saying it outright. It’s storytelling in practice: letting the viewer draw their own conclusions.

The result: employee pride and widespread dissemination of the films

Bokio was very satisfied with the films that Appelberg produced and the impact they created, both internally and externally. Within the organisation, the films helped to strengthen commitment and evoked a sense of pride in employees around the company’s brand and offering.

Externally, the films were primarily used as advertising content, where they played a central role in communication with Bokio’s target group. Through a more narrative and situation-based approach, we managed to show effectively how Bokio’s service makes everyday life easier for entrepreneurs in a number of different industries. Instead of focusing on the product itself, we highlighted the real needs, challenges and areas of use it addresses - which made the message both more relevant, credible and engaging.

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