THE VALUE EXCHANGE

TitleTHE VALUE EXCHANGE
ClientPWC AUSTRALIA
Product / ServicePROFESSIONAL SERVICES
CategoryA02. Best Use of Social Media
EntrantTWO SOCIAL North Sydney, AUSTRALIA
Entrant Company TWO SOCIAL North Sydney, AUSTRALIA
Advertising Agency TWO SOCIAL North Sydney, AUSTRALIA

The Campaign

PwC Australia’s brand strategy was to bring to life their noble purpose of building relationships, creating value and realising the potential of their clients, people and communities. To achieve this, PwC ran a three year strategy. The challenge was to drive engagement and equity during the third year exclusively through Social Media. So, in year three, PwC offered $80,000 in ‘Value Exchange Grants’ to ideas that created value in Australian business and community. Year three of the campaign was run primarily through Social Media channels. Facebook was the fulcrum, supported by Twitter and YouTube. Grants were divided into one $30,000 and up to 50 separate $1,000 grants. Applicants provided an outline of how their idea would create value and fit into one of the six themes created from conversations during the first two years of the brand strategy. 907 grant applications were received and Facebook Likes increased by 756% to 13,709 creating over 4 million impressions, interaction of 2.5 % and Total conversation across all Social channels was 75% positive. PwC saw a significant improvement in their Brand Health Index position from third in 2008 to first in 2012 and were ranked first among clients up from third in 2010. PwC are also more likely than other Big 4 firms to be rated as having a strong brand, with a comparative increase in advocacy.

The Brief

For the third year of the campaign, PwC created the Value Exchange which offered up to $80,000 in ‘Value Exchange’ grants’ to ideas that would create value in Australian business and community. Ideas had to create Value in one of six themes that were developed from the suggestions provided in the Change and Grow conversation phases of the brand strategy. The Value Exchange Grants were divided into a $30,000 major Grant and up to 50 separate $1,000 micro Grants. Applicants had to provide an outline of how their idea would create Value and fit into one of the key themes.

Results

Overall, 907 applications were received across both Grant categories which was ahead of expectation. Grants were awarded to wide range of ideas, including: creation of a Photographic Fine Art Library; a Short Film Festival for Kids; the promotion of Improving Attitudes to Mental Health. During the campaign: • Facebook Likes increased by 756% to 13,030; • 4.8 million organic impressions 312% of target; • 13,709 interactions and interaction rate 500% above target; • 103, 960 Page 148% of target; • Twitter Followers increased to 1,847 or 111% of target; • 55,000 views on YouTube. PwC saw a significant improvement in their BHI position from third in 2008 to first in 2012 and were first among clients up from third in 2010 (Beaton 2012). PwC performed well in the BRW 2013 Client Choice Awards, winning: Best Accounting Firm revenues over $500 million; Best provider to the Engineering sector; Market Leader 2013.

Execution

The Application form was hosted exclusively on Facebook at www.facebook.com/PwCAu. Users needed to provide the following in addition to basic details: • What category their Idea fitted into on the Value Matrix; • A description of their Value Idea; • How they intended to create value and what they hoped to achieve; and • The value of their Grant requirement and what the money would be spent on. Dedicated Facebook Tabs promoted the Grants and the application form was exclusively hosted through a separate Tab on the Page. Twitter was used to extend the reach of the campaign as was the YouTube channel for supporting video content. A conversation calendar was mapped to the PwC communications plan and ongoing community management drove engagement with Page Fans. In addition, notable Australians appeared on YouTube hosted videos discussing what they value. Each grant recipient and their idea were also broadcast through Facebook.

The Situation

PwC Australia’s brand strategy is to bring to life their noble purpose of building relationships, creating value and to realise the potential of their clients, people and communities. To achieve this, PwC committed to a three year strategy to simply, rationally and emotionally bring to life the firm’s noble purpose. To achieve their strategic goals, PwC committed to implementing a three year, unified brand strategy that made a clear, consistent and meaningful promise. This strategy guided the delivery on this promise by making client focused behaviours the fulcrum of all marketing activity – driving the brand from an internal perspective.

The Strategy

For this campaign, PwC created the Value Exchange which offered up to $80,000 in ‘Value Exchange’ grants’ to ideas that would create value in the Australian community. Facebook was the focus for the campaign and was supported by Twitter and YouTube. The Grants were divided into a $30,000 major Grant and up to 50 separate $1,000 Grants to spread the potential Value throughout the community. Applicants had to show how their idea would create Value and fit into one of the key themes. An application form was completed and submitted through Facebook and included all the information needed to assess suitability for a Micro Grant. A $30,000 Grant was also offered to an idea using the same entry criteria as the Micro grants but designed to help fund a more significant undertaking. Applicants were asked to complete a more exacting application which consisted of a templated business plan and budget.

Credits

Name Company Position
Sarah Peacock Two Social Social Media Director
Richard Spencer Two Social Director
Kaitlin Moore Pwc Marketing Advisor-Brand
Manuela Schmid Pwc Brand Director