The Challenge
ICAEW wanted to demonstrate the diversity and impact of its members while challenging stereotypes about the accountancy profession. The campaign needed to highlight how chartered accountants like Eugene Amo-Dadzie – a world-class sprinter and full-time professional – contribute to society and balance extraordinary achievements. It also aimed to emphasise ICAEW’s role in fostering an inclusive, dynamic profession and inspire new and current members.
Our Solution
ICAEW collaborated with Sunday to create The World’s Fastest Accountant, a compelling content campaign documenting Eugene’s journey as a sprinter, accountant, and family man. The series showcased Eugene preparing for the Paris Olympics while balancing work, training, and public speaking engagements. A cinematic approach was employed, combining high-end visuals with user-generated content to create dynamic and engaging storytelling.
The campaign captured Eugene’s life in action – training, working, and spending time with family – interspersed with personal reflections. This narrative built an emotional connection, showcasing the parallels between his professional and athletic ambitions. Content was distributed across platforms, including a hero film, behind-the-scenes footage, static quote cards, and social reels, ensuring broad audience engagement.
The Results
The campaign significantly outperformed expectations:
- LinkedIn: 202,359 impressions, 40,828 video views, and a 39.58% view-through rate (VTR).
- Instagram: 73,554 reach, 82,449 reel plays, and a 7.08% engagement rate.
- The hero reel became one of ICAEW’s top-performing Instagram posts, generating over 25,000 plays, 2013 likes, 157 saves, and 117 shares.
- Positive feedback highlighted its inspirational tone and ability to break stereotypes, with viewers lauding Eugene as a role model.
The campaign effectively showcased ICAEW’s dynamic membership and underscored its commitment to diversity, inclusion, and professional excellence.