We’ve worked with Deloitte since 2003 on various market-leading campus campaigns – including the award-winning smoothie trike events and the highly-successful “green dot” campaign – all aimed at keeping their extremely well-regarded employer brand prominent amongst students.A fresh approach in the summer and autumn terms in 2012 led to some amazing results… and another award.
Deloitte asked us to help Havas People to develop a truly integrated campaign that would blend the best attributes of good on-campus experiential activities (high impact, getting people talking, deepening understanding of the business) with the benefits of online social media (seen by lots of people, easily shared, low cost).We needed a way of clearly articulating the range of opportunities on offer within Deloitte’s five main business areas in a fun way that resonated with the student audience.
We assisted Deloitte in close partnership with Havas People to develop an integrated campaign involving a series of experiential caricature events which combined with the ‘Your Future at Deloitte’ facebook page. We helped develop the initial concept and provided a combination of strategic advice, campaign planning and on-the-ground implementation throughout.
Students selected one of five “persona cards” – cards listing attributes, strengths and preferences – which most closely matched their own personality. This was handed to the artist who drew that student’s caricature, enabling them to see their “future self” in the corresponding Deloitte business area. Students were then photographed holding their caricature and these photos were uploaded to facebook for them to share with friends.
Queues of over an hour formed to have a caricature drawn – a record for an on-campus event of this nature! And the campaign stats speak for themselves:
- 53% increase in applications at universities where these events were held
- Social reach of 361,831 people across the month of October
- 7,759 photo likes
- Facebook likes increased by 20%
- Data capture of around 1,600 candidates
- Winner: The best use of a social media platform, Social Media Graduate Recruitment Awards
- Winner: Innovation on Campus, TARGETjobs Awards
- Winner: The best student marketing campaign (for organisations recruiting more than 50 graduates a year), TARGETjobs Awards
What Deloitte Say
“At Deloitte we always seek to be a trusted advisor to our clients, and that is what Graduate Promotions are to us. ‘Trusted’ is the big thing about GP for us. They are a capable team both in terms of their knowledge and their performance, they’re great to work with, and they deliver against objectives. They also take care to get to know us well – although Deloitte has a number of suppliers who have worked for us for a long time, I don’t know any that know us as well as Graduate Promotions do.”