Fjord is now part of Accenture Song
Situation
As a consultant for Fjord, Accenture Song’s design and innovation unit, Sally served as global lead, multimedia content production and marketing. She led an international team, functioning as editor-in-chief and producer of a go-to-market strategy to promote The Love Index, a two-year project measuring brand affinity of some 50 Accenture clients and other MNCs in the U.S., U.K., and Brazil — the firm’s most extensive brand-focused research up until that time.
Goal
Create new revenue stream by selling The Love Index as a diagnostic tool for consumer brands
Strategy
- Build brand awareness among CMOs to better compete with other creative and digital agencies
- Key Message: “The Love Index is a new way to measure brand love – we can help you build and sustain it through design.”
- “Netflix Effect”: Cite Netflix as the most-loved brand internationally and list others by market for maximum media exposure
Execution
We created a seamless and beautiful expression of thousands of data points — a story rich in words, images and video. Materials included:
- com/LoveIndex2016 microsite
- official presentation for SlideShare (brand affinity across 4 verticals in 3 countries)
- two video scripts and three videos
- iconography, infographics, blog posts and LinkedIn columns
- social media across the organization
- press release and customized pitches to press
- internal communications – decks for sales teams, intranet content and note from SMD to employees
Results
- 53 press hits, including FOX Business/Maria Bartiromo, a Cheddar TV/NYSE news segment, and The Times of London
- Keynote speaking engagement at SAP Hybris for the Fjord MD who drove the project
- Clients touted their success; Microsoft published a blog post about being second-most loved brand in the U.S.
- Meeting with Capital One the day after publication to review positive “brand love” results
“You were tenacious and told the story that needed to be told.” – direct quote from lead researcher (Ph.D. in statistics)