How Nordens became the dominant voice on influencer tax challenges
What the client said...
It’s been a fantastic experience working with Oliver and his team at Add People. We did a podcast together, which was great, and they also ran a PR release for us that secured excellent coverage in the national press. Oliver is a top guy, and the whole process was seamless. We were really impressed with the results in such a short space of time, and we’ll definitely be continuing to use their services in the future.
The Goal?
Nordens, a leading firm of accountants and business advisors, came to Add People with a clear ambition: to raise awareness of their brand and establish themselves as specialists in influencer accounting.
Despite their strong reputation in finance, Nordens had no media presence. While CEO Mitch Hahn had featured on podcasts, the firm had never secured press coverage, and their share of voice in the market was effectively 0%. They needed to break through to both influencers struggling with complex tax rules and the wider public, while positioning themselves as the go-to experts in this growing niche.
Our Strategy
We collaborated closely with Nordens to uncover an angle that would resonate with both journalists and their target audience. Through strategy workshops, we identified a key pain point: many micro-influencers, who often receive products or services as payment, were unaware that these gifts could be taxable.
This insight gave us a powerful story with broad appeal. To make it timely and newsworthy, we linked the campaign to the tax year calendar, launching just four months before the self-assessment deadline. This urgency gave journalists a clear reason to cover the story and provided influencers with a practical call to action.
Our Digital PR campaign leaned on Nordens’ in-depth expertise, ensuring that every article positioned them as credible, trustworthy experts in the influencer accounting space.
The Results
The Results
The campaign delivered outstanding results, far exceeding expectations:
142 articles secured in national and industry press.
138M total reach, putting Nordens in front of both their niche and a mainstream audience.
131 keyword-rich anchors driving authority to their website, including terms like “specialist influencer accountants.”
Share of voice jumped from 0% to 63%, overtaking two top competitors in the space within the campaign month.
Performance snapshot (unique visitors per month):
Nordens – 62.6%
Taxd – 15%
Bishop Fleming – 22.5%
The results not only raised Nordens’ visibility but also cemented their reputation as leaders in influencer accounting.
Want to dive deeper into how Nordens became the go-to experts for influencers?
Check out our podcast with CEO Mitch Hahn, where he shares insights, stories, and advice for accountants looking to stand out.