Entry Category: Video, Corporate Communications (Employee/business)
Entry Title and Organization: WS+B: Jump On It Viral Video, WithumSmith+Brown
Award Received: Gold
Challenges: With internal participation and public eyes more than tripling from 2011 to 2012, We were faced with the daunting task of exceeding the 2012 Flash Mob video. The marketing department accepted the challenge of creating something as fresh and exciting to launch our 2013 State of the Firm
event. Expectations were very high, and the public was waiting.
Description: Every January we hold our annual “State of the Firm” event with all 450+ staff in attendance to receive an update from our managing partner about what is happening within our Firm and the strategic plan going forward for the next year. To kick off the meeting, the marketing department is responsible for creating an opening video.
Strategy: The primary objective of this video project was to kick off the annual event with a morale-boosting opening. Although the heart of the video remained its internal purpose, a strategic external marketing goal was evident throughout the entire planning process. This secondary objective entailed creating an equal or even greater reception than last year’s video from our clients, public, industries and communities. In an effort to do this, the 2013 video had a much bigger story and a wider selection of music from the 60s and 70s to today. Within 24 hours of the first email, participation surpassed last year’s number of 150 people by nearly 100 additions. Each group received a music clip that was recorded by an outsourced group of musicians. Included in their customized instructions was an unlisted YouTube video of choreography.
Tactic: Filming took place over the course of three days in three offices. The finale took place on a closed Spring Street of New Brunswick, NJ, by means of a favor from the New Brunswick mayor.
Results: The video was premiered at WS+B’s State of the Firm event on January 3rd with tremendous applause and positive reaction from the entire firm. At the time of this submission, the video is over 11,000 views on YouTube alone. Post-event, the video has also been a successful recruitment tool. We receive emails weekly from young professionals who saw the video and were compelled to submit their resumes. Additionally, the video generated terrific publicity for WS+B. Accounting Today covered the video, with a snapshot of the dancers during the finale. The full story, “WS+B Encourages and Promotes Culture in Latest Video,” was covered in their January 4th issue. The video has also been posted to at least a dozen different external websites, blogs and electronic newsletters both domestically and internationally, including those from the AICPA, CPA Trendlines, Accounting Web, various state societies, and even a lifestyle publication in Greece! Quoting Accounting Today, “WithumSmith+Brown has established themselves as one of the most viral CPA firms in their annual, elaborate State of the Firm videos, with each year’s YouTube upload topping the last.”
Related Link, If Any: http://www.youtube.com/user/WithumVids?feature=mhee