Keen to reach its graduate audience segment with stories that appeal to their need state, CA ANZ sought our teams expertise to build on the Difference Makers brand campaign with video content.

The challenge

Chartered Accountants Australia and New Zealand (CA ANZ) is a professional body of over 120,000 diverse, talented and influential members who use their skills every day to make a difference for businesses and communities all over the world. It hosts exclusive networking events with students, employers and industry leaders, provides career resources and advice, and hosts a portal for vacation, graduate and cadetship positions.

CA ANZ aims to inspire tomorrow’s difference makers to contribute to something bigger than themselves by choosing an exciting career as a Chartered Accountant. CA ANZ recognised the need for an integrated brand storytelling campaign to inspire students to begin their journey towards becoming leaders of tomorrow.

The solution

ImpactInstitute partnered with CA ANZ’s Content and Digital Engagement team to produce a three-part video and article content series to support the Be A Difference Maker brand campaign.

Three Chartered Accountants (CAs) making a difference through their work to be featured as brand ambassadors in the series celebrating the CA experience.

The outcome

Impact

Institute created three compelling and distinctive storytelling video and article packages profiling the career achievements of three inspiring CAs, and highlighting the social impact of their work.

Our integrated content and production teams collaborated to create a strikingly upfront and personal experience for CA ANZ’s audience.

For optimum impact, our creative treatment enabled each Difference Maker to connect more directly with the viewer using a technical solution that had them speaking directly down the barrel of the camera without breaking eye contact with the interviewer.

Simplicity and consistency in the format meant that the diversity of stories and impact could come together in a cohesive series.

The content series has been amplified via CA ANZ’s social channels in article, full length video and social video form, as well via Student Affiliate monthly eDM and in PR moments such as International Women’s Day.

Our storytellers’ intrinsic understanding of the power of narrative in shifting awareness and beliefs, and ability to tailor messages to different mediums were employed successfully to produce an ideal outcome for CA ANZ.

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