Consulting firm Accenture needs diverse early talent to help it remain one of the world’s most exciting technology companies. But how could it show the next generation that it has the potential to deliver change? The company also had an ambition to increase applications from females, people from lower socio-economic backgrounds and those from Black heritage. This would mean reaching out through organic and paid socials and expanding into new audiences.

External research showed that the digital audience Accenture wanted to attract were suffering a lack of confidence after the pandemic, thanks to education disruption and labour market volatility. Accenture wanted to empower students and show them what they could be capable of at the firm, even if they would not typically apply to this type of company. The brief was to show that there is not ‘one type’ of person who works at Accenture, and ThirtyThree worked with three employees to co-create a series of videos that would show their own background and stories.

The company then created a unique photobooth to take across UK university campuses, including a virtual reality headset installation. It chose campuses it would not historically have targeted, and students could submit a photo to an exhibition, held in the metaverse. This started a conversation about the exciting technology projects students could get involved in if they joined Accenture. To engage them further, it created ‘Show your best side’, reflecting the multitude of ‘side of desk’ projects consultants can work on at the company. Finally the Accenture LIVE experience covered any further questions they might have through a series of virtual events, including one held in the metaverse. Together, the campaign elements drove up applications from key audiences significantly.