Brand launch and content amplification for EY Parthenon
USE CASE: DISTRIBUTION OF THOUGHT LEADERSHIP CONTENT FOR BUSINESS DEVELOPMENT FOR NEW CONSULTING DIVISION
TACTIC: DATA ACTIVATION TO SUPPLIED LIST OF ORGANISATIONS
CLIENT: EY PARTHENON
REGION: SOUTH AFRICA, NIGERIA, GHANA, KENYA & MAURITIUS
EY-Parthenon is one of the largest global strategy consulting organisations, assisting CEOs and business leaders design and deliver transformative strategies. It has an established presence in Europe and Northern America, but when it came time to launch EY-Parthenon in Africa, it needed to build brand awareness and engagement with the right people.
Business leaders were the obvious place to start, but as EY-Parthenon specialises in implementing strategies in large enterprises, we needed to refine our audience. We built a database of chief financial officers (CFOs), chief technology officers (CTOs) and chief operating officers (CEOs) of a target list of 191 organisations in five African countries.
We used data activation to serve digital display and video creative that focused on thought-leadership content and podcasts from the EY-Parthenon strategy team. Through this we reached 6,329 of the identified individuals and expanded the audience to their influencers (those they work closely with) to an audience of more than 35,000 people.
The engagement rage, which included clicks, podcast views and message sharing, was 11.11%.
After two months, the cost per completed podcast view was more effective than when compared to B2B social media platforms. Some creative promoted event registrations, which had double the attendance numbers of previous years.
The platform-based webinar series reached 10x EY Africa’s original expectations by expanding the message beyond the platforms themselves.
With a daily frequency against our target audiences of 7.22, EY-Parthenon was established as a leader in enterprise strategy in Africa with the appropriate decision makers in the businesses we targeted.