Company: Deloitte, New York, NY
Company Description: Deloitte provides industry-leading audit, consulting, tax and advisory services to many of the world’s most admired brands, including nearly 90 percent of the Fortune 500® and more than 7,000 private companies. Our people come together for the greater good and work across the industry sectors that drive and shape today’s marketplace.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Corporate Reputation/Professional Services
 Nomination Title: Join the Transformation
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 20, 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 169 words used.
A lot of people know our name or logo, but not everyone truly knows our brand. Just because of our industry and competition, it’s easy to have preconceived notions about us being stuffy, boring, or never taking a risk. But that’s not really what we’re about. Within the important work we do, there’s so much creativity, bravery, and humanity that goes on every day. In fact, our people and approaches are what make us so different. At Deloitte, expecting the unexpected is just part of who we are.
Working to amplify our employer brand—while unexpected—it made sense to our marketing leadership to insert our brand into this cultural moment. We want people to know that aside from doing important work, we push boundaries—and at the end of the day, we still make time for fun. Our goal was to reach a wider, less targeted demographic and just have a moment with them—all while utilizing social media and web traffic to start conversations with recruits, clients, friends, family, and colleagues.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 219 words used.
Our strategy was to reach a broad demographic in a surprising way. Working in collaboration with Ryan Reynolds' production company, Maximum Effort, allowed Deloitte to leverage 44+ million social media followers and an estimated 5-9M viewers of The Walking Dead series finale. This was a perfect fit for us because it aligned with the type of surprising and creative opportunities we want to be known for. Our previous success in achieving high engagement on digital platforms by being unexpected and culturally relevant made this opportunity even more appealing, as it had the potential to increase engagement with new recruitment audiences.
The work we do at Deloitte is challenging and rewarding, but it requires us to always look for, hire, and retain the brightest minds we can find. The idea of transformation, finding new ways of doing things, and needing the “biggest, juiciest brains” to help solve tough challenges lead us to an interesting and entertaining parallel between our brand and The Walking Dead series finale that would allow us to insert ourselves into a cultural moment in a very unexpected way. We have not relied heavily on TV advertising in the past, however in this instance it provided us with a perfect opportunity to introduce ourselves to people who may not know who we are and what we do.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 247 words used.
Let's kick it up a notch! We knew that just airing a commercial wouldn’t sustain enough excitement about the Deloitte brand beyond the end of the show. So, we came up with a plan to keep the momentum going by adding an email call-to-action at the end of our commercial. When viewers reached out, they got a personalized auto-response that led them to a special landing page designed just for this experience. The page was all about highlighting our company culture, highlighting why we're a great place to work, and providing a portal to a wide range of open roles. We spread the word on social media, in interviews with media outlets, and through our "ambassador program" that encouraged our employees to get the word out. We even teamed up with other companies via social media who ran ads during the show to help ensure our message was heard loud and clear and sustain the moment for as long as possible.
This campaign exceeded our goals when compared to the performance of our existing careers landing page—our campaign page received 85% more visits and 24% more clicks on the search jobs button. Further, users engaged with the landing page at a rate 64% higher than average engagement with our other website pages. We also garnered more than 32M social media impressions, 9M+ views of our commercial video, 125+ media placements, 57K+ visits to our custom webpage, 7K+ clicks on our "search jobs" button from our landing page.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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