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: Deloitte x WNBA: Proud sponsor of professional women everywhere
- 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.
n/a
- 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:
Our campaign launched on September 13, 2023 at the onset of the WNBA Playoffs.
- 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 84 words used.
Deloitte has been a proud sponsor of the WNBA since 2020. In 2023, with the WNBA Playoffs fast approaching, our team saw an opportunity: showcase our values by amplifying Deloitte’s commitment to the advancement of women in sports while celebrating Deloitte’s long-time track record of advancing women in business. If we could find a way to connect the two, we could leverage the cultural momentum provided by the WINBA Playoffs to show more people than ever how much we value and celebrate women’s leadership.
- 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 235 words used.
A report released by Deloitte titled, “Impact of Sports on Women’s Professional Success” found that 85% of women surveyed who played sports say it’s been important to their career. This led to support the insight that the skills they developed playing sports were important to success in their professional careers. Armed with this, we set out to celebrate the importance of women in sports and business during the WNBA Playoffs; however, we also needed to make sure that women leaders at Deloitte were an integral part of that celebration.
When the 2023 WNBA Playoffs began, so did our external multi-channel marketing campaign. Four TV spots were produced and aired on national television. The commercials imagined a world where women in business have the star power of professional athletes, with four WNBA athletes bringing their talents to the spots. However, we also wanted to increase pride in our people. So, an internal communications strategy and in-person office events led to record-breaking employee engagement, including a two-wave social campaign featuring side-by-side photos of Deloitte women leaders and a photo of them playing sports in their youth. Social post copy explained how the lessons they learned as athletes had translated to wisdom they still carry and impart in their professional lives. Together, the work helped us garner excitement for women leaders in business and show that Deloitte proudly values women’s leadership on the court and in the boardroom.
- 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 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 133 words used.
In its entirety, the campaign consisted of TV spots during the WNBA Playoffs, two wave of social content, internal communications, in-office events, and our people watching a playoff game while wearing campaign swag. Our message came through strongly and at scale, generating widespread conversation in the marketplace:
- 1K+ earned media and branded byline placements, generating a potential reach of 260M+
- 24.5M TV spot impressions across ABC, ESPN, and ESPN 2
- 3.8M organic owned social media reach, 2.5x benchmark
We also managed to fostered pride among our professionals, who amplified our message:
- 1.7K internal staff post shares, the most all time for an internal sweepstakes
- 2.5M social media impressions from internal staff post shares
Our message even resonated with our clients:
- 350+ tracked clients engaged, 16% greater than benchmark
- 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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