GoCardless customer advocacy

Background

GoCardless builds simple, secure bank payment solutions used by more than 80,000 organisations worldwide — from small charities to global enterprises — to process $10bn in payments each year.

Customer stories are central to its marketing strategy. Brands such as Sustainable Salons in Australia and JustGiving in the UK bring the GoCardless mission to life, providing credible proof of value and driving new business.

The challenge

• Authenticity vs polish – balancing genuine customer voices with the production quality expected of a global brand. 

• Consistency – achieving a coherent look and feel across continents, languages and formats. 

• Distribution – ensuring content can be adapted and reused across campaigns. 

• Contributor confidence – making customers feel at ease and proud to share their story. 

The approach

Big Button supports GoCardless with end-to-end video production, managing a steady flow of customer stories across the world. Regular strategy sessions, shared planning tools and open communication keep everything organised and on brief. A network of experienced crews in more than ten countries delivers consistent storytelling, while a detailed playbook captures learnings from every shoot, building quality and reliability into the process. Once live, each story is re-used across campaigns, events and education programmes, helping GoCardless get lasting value from every film.

The outcome

Since 2022 the partnership has delivered both scale and results:

• 58 customer stories across 91 projects
• Filming from Pasadena (USA) to Nelson (NZ)
• Videos repurposed for social, events and training
• Translated into multiple languages

To date, the strategy has influenced £3M in sales. Customer advocacy videos are achieving a 61% longer dwell time than written stories, and the Big Button-produced content view time is 88% longer than GoCardless’ older videos — proof that thoughtful, well-made video doesn’t just attract attention, it keeps it.

The customer advocacy programme for GoCardless demonstrates how purposeful, well-planned storytelling can shape brand perception and deliver real business impact.