Influencer Marketing Case Study: Accenture
Market(s): Singapore / Thailand
Context
Accenture, the leading IT services company, partnered with Narrators to promote its talent advancement program in Singapore and Thailand. Targeting final-year university students, the campaign aimed to encourage them to join Accenture’s graduate program.
Strategy
This campaign was unique in its targeting approach. To resonate with the specific audience, the Narrators team designed a custom strategy focusing on nano influencers. These influencers were selected based on their relevance to the tech and consulting industry and their specific profiles: final-year university students or recent graduates with less than two years of work experience, particularly those majoring in fields like computer science and data science.
Despite their smaller following, these nano influencers had highly engaged audiences, making them ideal for a campaign where authenticity and peer influence were crucial. By leveraging a mix of Instagram reels and static posts, the campaign was able to deliver personalized and relatable content, directly addressing the target audience’s interests and aspirations.
Results
The campaign, featuring a mix of Instagram reels and static posts, achieved excellent results with a remarkable engagement rate on some content.
Working with nano creators, who had smaller but highly engaged communities, was key to this success. This case study highlights the power of targeted influencer marketing and the impact of engaging niche audiences with authentic content.
