OBJECTIVE

ICAEW set out to challenge stereotypes around accountancy, positioning it as a lucrative and accessible career option. The campaign focused on increasing brand awareness of ICAEW qualifications and breaking stigmas, particularly among young people. Targeting students aged 18–24 and professionals aged 25–34, the campaign aimed to appeal to both those exploring their first career and those considering a career change. Instagram and TikTok were chosen as the primary platforms to reach these demographics effectively with a particular focus placed on engaging female audiences to highlight gender inclusivity within the profession. With a target of 500,000 impressions set, our campaign would run from March to early May 2024, aligning with National Careers Week to maximise relevance and impact.

SOLUTION

To achieve these goals, the campaign leveraged niche influencers with UK-based audiences who specialised in finance, career advice, and motivational content. Engaging several influencers who had performed well on previous ICAEW campaigns, helped establish familiarity and trust among new audiences. Each influencer received personalised creative briefs, allowing for unique content tailored to their audience while aligning with ICAEW’s messaging around financial success, inclusivity, and accessibility. By diversifying influencer sizes—ranging from 32k to 185k followers—we ensured wide-reaching yet targeted coverage. Our staggered approach to content release ensured sustained audience engagement and momentum throughout the campaign’s duration.