Digital PR Awards: Digital Marketing Campaign ($100K-$200K)

Winner: AICPA - #CPAPOWERED Social Media Campaign

The #CPAPOWERD campaign was sponsored by the AICPA to reinforce the value and reputation of CPAs as the premier providers of tax and personal financial planning services, to encourage consumers to work with a CPA, and to give them the opportunity to express endorsement.

CPAs enable many people to achieve their financial goals and dreams, and this social media campaign, which ran from March 3 to May 30, 2014, was designed to remind consumers of the role CPAs play in life’s special moments – getting married, having children, opening a business, retirement – and engage them to share CPA powered stories.

The creation of the #CPAPOWERED hashtag promoted posts on Facebook and Twitter and :30 pre-roll videos on YouTube. On the landing page, people could create their own meme and share through social media, or post their meme, video or photo with caption in the gallery for a chance to win an iPad Air.

In all, the campaign generated more than 410,000 social engagements (shares, likes, clicks, comments, tweets, retweets, views and earned views). What was most interesting is the halo effect that the campaign created as AICPA members and accounting professionals used the #CPAPOWERED hashtag outside of the campaign to promote their own tax practice or firm, which confirmed that the hashtag resonated with those in the profession. A real bonus was an additional 2,100 people who either liked the AICPA Facebook page or are now following the AICPA on Twitter, thus expanding its audience reach for both AICPA news and information and that of the profession.

Honorable Mentions:

•             Kronos Incorporated - Workforce HOME

•             Newlink Group - Optimizing Digital Media to Build Understanding and Support for SICA and Central American Integration