The award recognizes KPMG’s marketing campaign for the 2013 World Economic Forum (WEF) held in Davos. The campaign was focused on the weflive.com service, an innovative Twitter aggregation service which distilled in real-time the Twitter conversations from Davos delegates, the media and Twitter users from across the world.
David Green, KPMG’s Global Head of Digital commented: “WEF brings together many of the world’s political, business and social leaders, and our weflive.com platform provided a digital window into the dialogue happening at Davos, and what the world was saying.
“We wanted to cut through the complexity to find a way to bring the conversations taking place around the world about WEF themes to the heart of the Davos debate.”
Among the highlights of the 2013 campaign was the insight that female WEF delegates, who accounted for only 17 percent of total delegates, represented a third of delegate social media activity, creating a global media news story.
ITSMA judges commended KPMG’s WEF campaign for:
- Innovation – KPMG adopted an ‘outside-in’ campaign approach, using the weflive.com site to draw insights from real-time conversations of its audience and directly inform agile marketing and communications activities.
- Focused execution – the integrated campaign entailed a technical build of weflive.com, kpmg.com/davos, internal comms and external PR, display advertising, Google Adwords, social media posts including sponsored tweets and use of KPMG’s on-site presence at Davos to engage with WEF delegates.
- Business results – the campaign achieved a total audience reach of 25 million people within a week, and a 60 percent competitive share of online voice, while weflive.com demonstrated the KPMG brand proposition of ‘Cutting through complexity’ by transforming vast amounts of information into insights with powerful filtering, search and data visualization features.
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About KPMG International
KPMG is a global network of professional firms providing Audit, Tax and Advisory services. We operate in 156 countries and have 152,000 people working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.
About the ITSMA awards
ITSMA is the IT Services Marketing Association. The Marketing Excellence Awards focus exclusively on B2B marketing for services and solutions, and are based on a comprehensive and strategic approach to marketing, recognizing that business success today requires marketers to move beyond the traditional realm of communications.