ICAEW Facebook Campaign

Overview

Delete were honoured to be commissioned by such a revered institution as the Chartered Institute of Accountants (ICAEW). After a lovely meeting in their beautiful historic offices, we were tasked with making accountancy ‘sexy’ via social media to the next generation of chartered accountants.

The aim of the project was to establish the ICAEW in social media, increase awareness of the ACA qualification amongst undergraduate students and inform them about the benefits of a career as a ACA chartered accountant.

Our solution was a comprehensive facebook campaign, which included 1. A targeted ad campaign. 2. The enhancement and optimisation of the existing ICAEW Careers page, including a bespoke application. 3. A ongoing facebook outreach and management programme.

We built our campaign around the Institute’s key creative positioning ‘qualified to succeed’. All creative was designed to promote the positive effect the ACA qualification will have on an undergraduate's future career and their life satisfaction.

Our ‘Plan My Future’ facebook application invites students to explore how their career could pan out as an ACA qualified accountant. As well as previewing possible role, salary and benefits, the app also allows personalisation and sharing.

Working with facebook media specialist Grape Digital to place the ads and manage the outreach programme - the campaign will run through to early next year (2011) but already appears to be performing well. 

Who said accountancy wasn’t sexy?