Human-led, Tech-powered Series in collaboration with LinkedIn

PwC UK Marketing

Location

All across the UK

Type

Brand activation

Launched

January 2023

Client

PwC UK Marketing

Creative lead

Kelvin Dews, PwC Brand team

Design leads

Fudzhay Saidov

Steve Burke

Overview and goals

Co-branded content providing reach and credibility with a tech powered audience.
Convening experts from PwC, top tech companies, clients and academics to discuss and explore the balance (Golden Ratio) of humanity and technology that shapes all business success.
Showing our communities of solvers in action.

Deliverables

Five part video series, co-branded with LinkedIn
15 minute discussion videos for the PwC website
30 second and 15 second cut downs per episode, for use on organic and paid channels
Series-wide 30 second and 15 second cut downs, for use on organic and paid channels.
Supporting written content for the PwC website

Results

All five videos were promoted on LinkedIn (15 and 30-second long cuts) and were watched in full 514k times (well surpassing target of 219k)
We saw a consistently strong completion rate of 6.31% throughout the promotional period across LinkedIn, far outperforming the industry-wide LinkedIn completion rate target of 2%
Highest organisation engagement with JPMorgan Chase & Co, Citibank, HSBC, Lloyds, NHS, which includes 2 target  priority clients

Employee advocacy, using social advocacy tool Haiilo, was particularly effective at both internal engagement and external reach

1,256 shares, with a total reach of 2.4 million. This is compared with 21 shares on average
Organic reach comparable with c.£60k paid posts

SHORTLISTED

Marketing Week Awards 23’

Categories:
Brand building excellence in B2B

The Marketing Week Awards are an annual document of highly effective marketing. Have your work showcased to the global marketing community as an example of best practice marketing within your channel and sector. It's more than marketing excellence. It goes beyond best practice. Marketing Week award the work that combines creativity and innovation with effectiveness – setting new standards for the industry.

2022 - 2023

Hosted by Hannah Fry

Hannah is a multifaceted British mathematician known for her extensive contributions to both academia and popular media. She is an accomplished author, lecturer, radio and television presenter, podcaster, and public speaker. As a Professor in the Mathematics of Cities at the UCL Centre for Advanced Spatial Analysis, she applies mathematical principles to understand and solve complex urban issues. Her engaging communication style and expertise have made her a prominent figure in promoting the importance of mathematics in everyday life and its applications in shaping  modern cities.

Culture and Capability

As the tech skills gap widens, organisations must seek out ways to access the capabilities needed to accelerate their ambitions, from upskilling teams to partnering with third parties.Along the way they must maintain a culture that attracts, retains and empowers diverse talent. Watch this episode to hear how organisations should tackle that and how they can make technology part of the solution.

Kieragh Nelson

Partner, Execution Managed Services, PwC UK

Stephanie Kelly

Chief People Officer, IRIS Software Group

Tunji Akintokun MBE

Head of Marketing Solutions, LinkedIn UK & Ireland

Purpose and Profitability

Organisations are under growing pressure to address their impact on the environment and society. But how do they make the right commitments, and how do they combine expertise and insights with technology, to ensure their response is meaningful and measurable?

Watch this episode to understand more about meeting ESG commitments, where to begin and how to report progress.

Andrew Dunnett

Group Director SDGs, Vodafone

Lynne Baber

Sustainability Practice Leader, PwC UK

Musidora Jorgensen

Chief Sustainability Officer, Microsoft UK

Trust and Transformation

To transform successfully organisations must combine brilliant ideas and human understanding with powerful technologies.In this episode, we explore how organisations find the right combinations to design and deliver transformations people can believe in.

Dr Anne-Marie Imafidon MBE

CEO of Stemettes

Antony Cook

Consulting Partner and Purpose Leader, PwC UK

Rachel Gilley

Chief Client Officer, Clarity

Vision and Value

Businesses operating in a challenging economic environment must identify new ways to create value for all stakeholders. Increasingly that means making more of the power of technology, combined with human creativity, insights and experience. In this episode, we look at how organisations can strike the right balance to create value and deliver on their vision.

Tim Allen

Deals Industries and International Leader, PwC UK

Suzanne Ellis

Head of Digital and Technology Strategy, Haleon

Shane Finlay

MD, Transformation Advisory Group, Oracle

Risk and Resilience

Finding the right way to navigate risk and build resilience is an ever-evolving challenge. One that requires people with the knowledge and insight to make the right decisions, combined with the power of technology.

In this episode, we explore the importance of a human-led, tech-powered approach to risk and resilience.