Deloitte - Marketing Campaign of the Year - Corporate Reputation/Professional Services Marketing Campaign of the Year

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 Insights mobile app: Go straight to smart

Specify the date on which this campaign or program was launched: November 2019

Since its rebranding from Deloitte University Press, Deloitte Insights has taken bold steps to extend its infrastructure across the world. The organization recognized an opportunity to get its increasingly diverse content into the hands of highly mobile professionals and simultaneously undertook a groundbreaking collaboration with news powerhouse Dow Jones to create a mobile app that could serve as a unique one-stop shop for business intelligence. There was just one problem: Internal and external audiences throughout much of the world were unfamiliar with Deloitte Insights (DI) and the power of its collection, and readership skewed heavily toward a legacy North American base.

The goal of this campaign was simple: inspire Deloitte professionals, clients, and prospects to download the DI mobile app and experience the power of those insights for their businesses. On the surface, we promoted the app, but more fundamentally, we released a “Trojan horse” – an attractive new vehicle to advance the larger DI sub-brand worldwide.

We gauged campaign success on (1) measures of initial app engagement, namely downloads and registrations, and (2) measures of ongoing app engagement/retention, including total monthly visits, total monthly page views, and % of mobile traffic driven by app visits.

Developing a campaign to cascade across Deloitte’s diverse global member firms is complex, so unifying around a creative concept involved:
-Global stakeholder and end user research via extensive interviews around the world to define value propositions for our audiences
-Alignment to global brand research studies and principles to understand localized perceptions of DI and mapping those to value propositions
-Socialization and feedback on creative concepts from all organization CMOs and marketing teams

These insights allowed us to define crisp internal and external value propositions:
-Deloitte professionals: connect with clients, build confidence and trust, and add value by being informed about the business, industry, and top-of-mind concerns of every client—at any given moment.
-Clients: make good decisions by being informed about new technology, business ideas, industry and market trends, and today’s news—at any given moment.
-BOTH need the shortest, straightest path to information to help them influence and make smart decisions, especially when the stakes are high (in other words, they need to connect for impact).

The value propositions gave rise to a simple but globally unifying concept that was approved by our organization CMOs worldwide:

Go straight to smart. Directly connect to relevant, timely content from two of the world’s most trusted sources: Dow Jones and Deloitte Insights.

Accompanying this headline, in all marketing executions globally, was custom imagery of a maze, swiped by an eraser to reveal a straight-line path to the same end.

We approached promotion in waves.

Wave 1
Promotion until Spring 2020 focused on engaging the organization’s “friends and family:”
-Deloitte professionals
-Deloitte University attendees
-Deloitte Insights followers
-Readers of Deloitte-Dow Jones collaborations
-Content-focused event invitees

We reached audiences through:
-Internal communications and in-office advertising
-Deloitte University installations
-Deloitte Insights reports/websites/newsletters
-Sponsored Dow Jones publications
-Intimate sessions at WEF, CES, NRF, WSJ’s CIO and CMO Network Summits

A campaign development guide and asset toolkit coordinated execution by 40 worldwide marketing teams.

“Wave 1.5”
COVID-19 prompted us to adopt a digital focus ahead of our original plan. We activated proprietary digital channels and launched paid search and advertising pilots.

Wave 2
By summer, we dialed to broadscale marketing:
-Renewed internal communications
-Social media tied to trending DI reports, and an influencer campaign led by luminaries
-Widespread promotion through Deloitte-owned digital channels
-Direct email
-Webcast and virtual event promotion
-Print and digital advertising through Dow Jones

The campaign reached its goals for initial and ongoing engagement in 2020, notching significant growth in:
-Downloads: 112,181 (57% Americas, 24% Asia Pacific, 19% EMEA).
-Registrations: Doubling in rate of in-app registration from 25% in January/February to over 50% in December.
-Visits/views: Desired balance in traffic across regions (37% Americas, 32% Asia Pacific, 31% EMEA).
-% of mobile traffic: 10% of all DI mobile traffic (versus well-established web platform).
-Future growth commitments by all organization CMOs.

Our Campaign Overview PDF showcases the purpose, approach, measurement, and visuals of the campaign since November 2019.

The Campaign Playbook PDF was provided to regional marketers to execute the campaign across the globe.