The Association of Chartered Certified Accountants (ACCA) is a leading professional accountancy body with over 100 years of history.
Our initial priority was to help the client understand the barriers to entry, which we knew would also inform our strategy and resulting approach.
We worked with influencers to run polls on their Instagram Stories, enabling us to build contextual insights around how Gen Z views accounting.
The results revealed a common misconception; that accounting is mainly for “older, white men” from a “privileged background” who are “good at maths”.
This confirmed that ACCA needed to reinvigorate its marketing strategy and embrace new platforms and channels such as TikTok and influencer marketing if they wanted to dispel these stereotypes.
We delivered a highly disruptive influencer campaign that challenged our audience’s existing perceptions.
We identified creators that did not fit Gen Z’s idea of a ‘typical’ accountant, working with ambassadors from different ethnicities, sexualities and socio-economic backgrounds, as well as those with disabilities or learning disorders.
The content ranged from personal stories such as how our creators had overcome a hatred of maths at school to pursue a career in finance, to comedic TikToks based on trending sounds and challenges.
We massively exceeded our goals and KPIs for this campaign, including:
Brand awareness: Over-achieved the KPI of 1 million views with 1.5 million views.
Engagement: An engagement rate of 15% – higher than industry average in addition to over 10,000 clicks to The Guardian x ACCA event site.
Conversions: The highest ever number of sign ups for an event run by The Guardian.
We have since become a long-term partner for ACCA, continuing to work with them to drive brand awareness and consideration through an always-on ambassador programme, as well as advising them on how to evolve their youth marketing strategy going forward.
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Karen Smith, Head of Marketing BD & Early Careers