The Challenge
The Institute for Chartered Accountants in England and Wales (ICAEW) is a world-leading professional organisation with over 200,000 members and students across 148 countries.
The objectives of the ICAEW Resilience and Renewal campaign were to address the UK’s macroeconomic challenges: poor productivity, a growing skills shortage, and barriers to international trade. These issues required actionable solutions from businesses and chartered accountants alike. ICAEW sought to position itself as a key thought leader in driving resilience and renewal while engaging a diverse audience of policymakers, members, and sustainability professionals. The campaign needed to deliver high-quality, compelling content that resonated across regions and sectors.
Solution
ICAEW collaborated with Sunday to produce a groundbreaking docuseries showcasing six inspiring businesses across England, Scotland, and Wales to highlight how ICAEW members were helping to address the UK economy’s challenges through micro-solutions. The production elevated the storytelling with cinematic techniques and dynamic filming that showcased contributors in action. The campaign also featured cross-channel content, including expert interviews, practical advice articles, podcasts, and case studies. Strategic promotion across paid and organic channels targeted “Grade A” audiences, including policymakers and business leaders, and sustainability professionals.
The Results
The campaign successfully demonstrated how ICAEW members and businesses are tackling critical challenges, reinforcing ICAEW’s position as a major voice in the UK economic landscape.
The campaign achieved exceptional reach and engagement:
- Nearly 3 million impressions and 1 million video views across social platforms, with view-through rates outperforming benchmarks (35% vs. 28%).
- A targeted audience of MPs and decision-makers generated 7.5k click-throughs.
- Significant press exposure, including a BBC Breakfast feature and columns in major publications like Western Mail.
ICAEW’s thought leadership was underscored in policy discussions, including a letter to the Chancellor ahead of the 2023 Autumn Statement.