GoCardless customer advocacy

Objective

Tell emotive and engaging customer stories that build trust, drive engagement and influence sales.

Synopsis

A long-term global collaboration to create customer films that highlight how GoCardless customers succeed with its platform — turning authentic storytelling into measurable commercial impact.

Results

• 30%+ of bookings influenced by video content
• Over 90 projects featuring 60+ customers
• Filmed in 10 countries
• Two industry awards

“Big Button provides the perfect balance of video expertise with a truly customer-centric approach. Every single member of the team is passionate about delivering results and they have never missed a deadline. But most importantly, they do everything in their power to make our customers feel comfortable during the video production process, which is absolutely integral for our Customer Advocacy activities. Over the years, they have become an extension of our team – it’s a true partnership.”

Catherine Staite

Global Head of Customer Advocacy, Marketing and Engagement, GoCardless

Background

GoCardless is a global bank payment company. Over 100,000 businesses, from start-ups to household names, use GoCardless to collect and send payments through direct debit, real-time payments and open banking. GoCardless processes US$130bn+ of payments annually, across 30+ countries.

Customer Advocacy collaborates with teams across the business, including Sales, Demand Generation and Product Marketing, across all global regions, to ensure they prioritise the creation of customer stories aligned to GTM strategy. Stories can then be used to power conversations and campaigns and validate the benefits of GoCardless.

View stories from brands such as JustGiving, Sage and Plum here.

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 2021 the partnership has delivered both scale and results:

Over 60 customer stories across 90+ projects
Filming from Pasadena (USA) to Nelson (NZ)
Videos repurposed for social, events and training
Translated into multiple languages

The Customer Advocacy team consistently achieves its target to influence over 30% of bookings. A review of content revealed customer story videos are achieving a 61% longer dwell time than written stories alone — 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.

Why Big Button is the right partner for GoCardless

With experience, structure and a focus on outcomes, Big Button helps GoCardless tell customer stories that are authentic, consistent and commercially effective — video that earns its place in the strategy.