The Challenge
Accounting+ faces a significant challenge: transforming the perception of accounting with young, diverse audiences. Historically, the field has struggled with a lack of diversity and can sometimes be seen as traditional and uncreative.
Accounting+ is on a mission to rebrand accounting careers as dynamic and inclusive, appealing to Gen Z's desire for meaningful and forward-thinking career paths.
Accounting+ hopes to create more diversity within the field of accounting through culturally relevant messaging that resonates with an increasingly diverse audience.
Targeting Hispanic and African American high school and college students aged 16-22, Accounting+ also wanted to partner with an artist with an authentic connection to and interest in accounting.
The Solution
DannyLux was only sixteen when he started skyrocketing to fame. Luckily, DannyLux knew exactly what he needed at this point in his career: an accountant.
With the help of his trusted accountant, DannyLux was able to get his growing business in order and invest in himself. Thanks to his accountant, he was able to launch his career to the next level.
Campaign content featured DannyLux talking about the importance of an accountant, highlighting the versatility and possibilities this career path can offer. This campaign sparked conversations about diversity and opportunity, effectively engaging key demographics and driving interest.
With DannyLux taking the lead mic, Accounting+ sent a clear message: accounting is evolving—it’s diverse, dynamic, and ready for the next generation of leaders.
The Results
The campaign drove interest in accounting careers and sparked essential conversations about diversity and opportunity within the field, underscoring accounting’s evolution into a dynamic and inclusive career choice.
Insights & Learnings
- Objective focus: Our objective to generate user engagement with the content while strategically guiding them to the landing page ultimately generated over 58K outbound clicks.
- Access and promoting from the artist channel: Utilizing specific interest and topics that pertain to DannyLux allowed us to target his audience which generated high levels of reactions, comments, shares, etc.
- Media Optimization: The media team optimized the campaign to target Hispanic and African American audiences, focusing on those most likely to resonate with the messaging and individuals seeking to learn more about accounting.
