KPMG has won the IT Services Marketing Association’s (ITSMA’s) Diamond Award for integrated social and digital marketing.
The award recognises the company’s marketing campaign for the 2013 World Economic Forum (WEF) held in Davos. The campaign was focused on the weflive.com service — a Twitter aggregation service that distilled in real time the Twitter conversations from Davos delegates, the media and Twitter users from across the world.
Among the highlights of the 2013 campaign was the insight that female WEF delegates, who accounted for only 17 per cent of total delegates, represented a third of delegate social media activity.
ITSMA judges commended KPMG’s WEF campaign for:
- Innovation — KPMG adopted an ‘outside-in’ campaign approach, using the weflive.com site to draw insights from real-time conversations of its audience and to directly inform agile marketing and communications activities;
- Focused execution — the integrated campaign entailed a technical build of weflive.com, kpmg.com/davos, internal communications and external PR, display advertising, Google Adwords, social media posts including sponsored tweets and use of KPMG’s on-site presence at Davos to engage with WEF delegates; and
- Business results — the campaign achieved a total audience reach of 25 million people within a week and a 60 per cent competitive share of online voice, while weflive.com demonstrated the KPMG brand proposition of ‘cutting through complexity’ by transforming information into insights with powerful filtering, search and data visualisation features.