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Accenture - Reputation/Brand Management Campaign

 

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Company: Accenture, Chicago, IL
Company Description: Accenture is a global management consulting, technology services and outsourcing company, with more than 411,000 people serving clients in more than 120 nations.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Reputation/Brand Management

Nomination Title: Teaming to reimagine the audience experience

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Genesis

In late 2016, Accenture announced that we would be the new Official Technology Innovation partner for the iconic 2017 NBA Champions, the Golden State Warriors. We hoped to use this partnership to define and position ourselves as technology innovators and, in conjunction with the Warriors organization, envision and create a fan experience.

This unique partnership led to innovative work including a Virtual Reality experience to encourage fan participation in defining the future home of the Warriors, Chase Center (opening 2019). Through this partnership, we successfully increased brand recognition in key areas for our company.

Planning

Accenture recognized that our share of voice in the West was low compared to competitors and to our other five North American regions, so we decided to use this partnership to differentiate ourselves in the Bay area, a feat that is especially important since we partner with many Fortune 500 companies who center on the West Coast.

Execution

Leading up to the opening of Chase Center, the Warriors and Accenture will engage fans and the community through “FANNOVATE”, a fan-involvement effort to capture input and ideas, the most promising of which could be incubated and prototyped as part of the Chase Center experience design.

Our team used cutting-edge technology and a new VR system that had 24 cameras to continuously shoot 360-degree footage—offering a virtual experience from a player’s point of view. Accenture and the Warriors organization are the first to shoot a virtual reality experience like this in 120 frames per second and one of the first VR experiences in professional sports.

To unveil the new partnership, our communications strategy included a variety of marketing tactics, including:

-A social campaign and Twitter sweepstakes.
-Accenture Brand Ambassadors who, on our public announcement day, December 1, 2016, gave our co-branded VR cardboard viewers to nearly 20,000 fans.
-Our announcement Video called “Unforgettable Moments” was played during the December 1 game.
-Dedicated web presence on accenture.com and warriors.com.
-Media Tour featuring Julie Sweet, Chief Executive Officer, North America, Accenture and Rick Welts, President and Chief of Operations, Golden State Warriors.

Results

The campaign exceeded expectations:

Increased Share of Voice
It increased from 4% in fiscal year 2016 to 25% in the third quarter of fiscal year 2017 thanks to our partnership with the Warriors.

Positive Response on Social Media
The announcement was one of Accenture’s top Twitter mention of the past year with 5,400+ engagements by users, generating:

· 1,900+ engagements
· 230,000 impressions
· 1,300+ positive Twitter mentions
· Overall, 31 million+ expressions generated

Traditional Media Results
The campaign leveraged earned media to amplify the message with a two-pronged strategy that focused on national press for broad awareness and local Bay-area press to meet fans in their own backyards. Targets spanned broadcast, print and online, across business, technology, sports and local Bay Area media. Earned media coverage resulted in more than 177 million impressions, from outlets including Yahoo! Finance, Forbes.com, FORTUNE’S Data Sheet and Bloomberg Radio.

Increased Rankings
In 2016, Accenture was ranked #42 on Forbes’ Most Valuable Brands list; in 2017, our ranking increased to #37.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

In her 25-year career at Accenture Teresa Poggenpohl has crafted award-winning, image-building advertising campaigns.

Teresa serves several civic, community and business organizations including: the Board of Directors and Marketing Committee chair for the Chicago Children’s Museum, the Dean’s Business Council and MBA Advisory Board for the University of Illinois at Urbana-Champaign College of Business and the College of Business Advisory Board for the University of Nebraska-Lincoln. She is an advisory board member and past president of the Chicago chapter of the Business Marketing Association.

Teresa holds a BS in Business Administration from the University of Nebraska-Lincoln and an MBA from the University of Illinois at Urbana-Champaign. She lives in Chicago with her husband, Dr. Stephen Steiner, and their two sons - David and Eric.