Preparing Chartered Accountants for any future

Client

Chartered Accountants ANZ

Role

Paid Media
Art Direction
Design
Copy
Strategy

Best-in-class learning for industry leaders

Chartered Accountants’ annual EOFY sale on continued professional development (CPD) courses took on added complexity in 2020 with uncertainty around Covid-19’s impact on job security within the accounting industry.

This also cast doubt on non-essential spending. Meanwhile, our task was to implement a media campaign to increase CA ANZ revenue during the sale period compared to previous years.

The stats say it all

+15% average order value target

9.6x return on ad spend

+9% YOY revenue

A cohesive, multi-channel campaign

With government directives to stay home and businesses enforcing remote work policies at the height of the pandemic, in-home media consumption was growing steeply, while other business channels were decreasing.

We took a multi-channel approach across Display, Social, and SEM designed to compliment the direct messaging to CA ANZ members.

Our creative approach, meanwhile, introduced custom animated elements that spoke to the idea of navigating uncertainty and achieving excellence, while using CA ANZ’s recognisable brand shapes and colour palette.

Apparent worked closely with us to build strong ongoing insights and recommendations across our media platforms to help grow sales. We’ve seen strong incremental revenue and their work has helped reshape and optimise our marketing campaigns.

Chelsea Wymer

GM Brand, Marketing & Creative Services, CAANZ

How it all turned out

Despite a shorter time in-market, we increased revenue year-on-year, significantly outperforming engagement benchmarks across most digital metrics. Notably, we achieved a return on ad spend of 9.6:1.