Chartered Institute of Management AccountantsPROMOTED THE ROLE OF MANAGEMENT ACCOUNTANTS IN CRITICAL DECISION MAKING THROUGH A TRACKABLE SOCIAL CONTENT CAMPAIGN

What We Did

We created a campaign to drive curiosity amongst the C-Suite audience in a new CIMA research report which analysed the issues facing modern organisations in making critical business decisions.

The key objectives were to drive social engagements around the research content amongst business influencers across multiple international markets.

We split the report into a number of key themes over a 16 week period and created a bank of CIMA branded content from the report. This took the form of listicles, podcasts, quizzes, slideshares, blogs and visual quotes which were distributed across Linkedin, Twitter and Facebook.

We embedded trackable links into all the content to allow us to track content engagement and refine the content strategy throughout the campaign.

“We worked with Threepipe to create a campaign that delivered content to our key audiences in an interesting and exciting way. By introducing a variety of different content types that were targeted to different audiences we generated significant downloads of our research.

Understanding performance to maximise the effectiveness of our content, campaigns and investment is critical for us. Threepipe went above and beyond with their measurement, analysis and reporting; by using unique links, we were able to measure the effectiveness of content types on each of our channels, giving us insight into what content worked and when.

This helped us shape the campaign in real-time, making adjustments to ensure that we maximised the opportunity to get our content in front of the right people at every stage of the campaign.”

Ana Barco, Director, Content and Customer Experience – Management Accounting

24000Content engagements with report data
.97LinkedIn engagement % vs 0.09% average for professional services
2.4%Facebook engagement % vs 0.37% average for professional services

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