THE CHALLENGE
ICAEW, a global professional organisation with over 200,000 members and students in 148 countries, faced the challenge of transitioning from a premium, print-focused thought leadership programme to a digital-only model. The goal was to maintain high engagement levels across a diverse global membership spanning roles from trainee accountants to senior executives, while appealing to external audiences such as policymakers and media. This transition had to ensure content was accessible, engaging, and reflect the way content is consumed in the new digital era.
Our Solution
Sunday collaborated with ICAEW to create high-value, multimedia content series that tackles key topics within the accountancy profession. These series highlight ICAEW’s role in driving meaningful change in business and society. Content includes videos, podcasts, in-depth articles, animations, and data-led infographics, distributed via a wide range of digital channels.
Our strategy segments audiences by seniority, sector, and external influence, ensuring targeted delivery. Topics such as diversity and inclusion, resilience in the UK economy, and corporate governance are addressed, engaging both members and external stakeholders. The digital-first approach allows content to be repurposed and redistributed across multiple channels, enhancing reach and efficiency.
The Results
Our most recent content series have looked at diversity and inclusion in the accountancy profession [link to Welcome Inclusion case study], a focus on how the UK economy can become more resilient [link to economies] and corporate governance [link to New Boardroom Agenda case study]. The campaigns have secured millions of views for ICAEW content online and far surpassed their targets for member engagement:
- The corporate governance content series saw a 317% rise in members joining the ICAEW’s corporate governance community as a result of engaging with the content
- Through a targeted paid media campaign the Resilience and Renewal video content was viewed over 53,000 times by an audience of key political and business decision makers including MPs and government ministers
Sunday are great to work with and really understand what we’re trying to achieve. They are flexible, great listeners and always collaborative. They push us creatively and provide an invaluable audience-first outside perspective. The results have been fantastic, showing consistent growth and improvement across the account.
Sharron Gunn
Chief Operating Officer, ICAEW