Embrace Volatility

Reframe Volatility As Opportunity

Crowe LLP, a mid-size professional services firm, faced the daunting task of establishing its brand in a risk-averse B2B market dominated by well-known competitors. Despite being a top 10 accounting/tax/audit firm, Crowe had very low brand awareness among its C-Suite target audience.

The professional services sector was plagued by a sea of sameness, with competitors all communicating similar messages, making differentiation extremely difficult. Crowe needed to become relevant to a wider group of B2B clients, particularly Fortune 500 mid-cap companies, while appealing to a risk-averse audience comfortable with the status quo. The company had set an ambitious goal to grow exponentially, aiming to move from $1 billion to $2-3 billion in revenue, all while being drastically outspent by larger competitors.

Case Study

We developed the "Embrace Volatility" movement based on the idea that, with Crowe as your partner, your business can benefit from volatility rather than be its victim. This innovative approach was designed to break through the communications "sea of sameness" in the professional services sector and position Crowe as a thought leader. Key elements of the campaign included:

• •Reframing Volatility: Instead of viewing volatility as a threat, the campaign positioned it as an opportunity for positive transformation.
• •Multi-Channel Campaign: A comprehensive media strategy was implemented, including TV spots, print ads, OOH boards, digital display ads, social videos, and paid search tactics.
• •Thought Leadership: Content pieces were created to tie into the theme of embracing volatility, positioning Crowe as an expert guide in navigating uncertain times.

TV Commercial

• •Brand Consideration: In just 6 months post-launch, Crowe ranked #2 in Likelihood to Consider among peers, despite being #16 in Share of Spend.
• •Digital Engagement: Achieved a 280% increase in Marketing Qualified Leads (MQLs) year-over- year, a 162% increase in website traffic, and generated 78 million completed video views.

These results demonstrate that Crowe successfully overcame its initial challenges, effectively establishing its brand in a competitive market and resonating with its target audience. The "Embrace Volatility"campaign not only drove significant increases in brand consideration and digital engagement but also positioned Crowe as a thought leader in navigating uncertain business environments.

Digital & Print