How Deloitte helped give global readers a climate ‘light bulb moment’
Deloitte won Best Omnichannel Campaign at The Drum Awards for B2B 2022 for ‘Lightbulb List’. Here, we find out what went into this successful work.
Deloitte designed an innovative website promoting a climate change reading list
With the world’s biggest brands fighting for attention at Cop26, Deloitte decided to do something simple, surprising, and inspiring. It tackled climate fatigue by focusing on the bigger picture instead of pushing its own corporate agenda, which differentiated the company and helped it stand out in a sea of corporate sameness.
The main objective of the 'Lightbulb List' campaign was simple: for Deloitte to become a catalyst for climate action. The idea took insight from conversations with leaders and climate experts as part of a wider campaign to engage, inform and inspire people around climate change.
Deloitte found that many of these leaders got their climate lightbulb moment from a good book, so they used the power of the firm’s connections to trigger similar lightbulb moments in as many people as possible.
The 'Lightbulb List' harnessed the power of recommendations. Deloitte used its network to ask a diverse group of climate experts and business leaders for their personal recommend reads. From leading climate scientists to sustainable business leaders, and from activists to Netflix producers and filmmakers, the team collated 30 recommended reads, ranging from autobiographies to comic books.
It turned this analog project digital, by taking the reading list to the web. Deloitte created an interactive mobile-first site where users could peruse recommended titles and add their own. The site had a ‘lucky dip’ mechanic to the recommendations, adding a gamified element.
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Through just 46 posts, the project generated 1m organic impressions.
Deloitte had over 6,000 engagements on its organic posts on LinkedIn and Twitter, with content being shared over 250 times. It reached a further 600k accounts through a paid social campaign.
With a 0.72% click-through rate and 1.18% engagement rate, the Lightbulb List performed well above the LinkedIn industry averages of 0.34% and 0.82%, respectively. The website had more than 12,900 unique visits, with an 80% engagement rate and 60% of users visiting on a mobile.