To tell the story of a first-to-market, AI-focused, enterprise-level partnership between Fortune and Accenture, Fortune Brand Studio (FBS) produced a 10-minute brand film about the creation of a proprietary large language model (LLM) featuring Fortune data. The film features exclusive interviews with leadership across both organizations, including David Droga, CEO, Accenture Song; Jill Kramer, chief marketing and communications officer, Accenture; Anastasia Nyrkovskaya, CEO, Fortune; and Alyson Shontel, editor in chief, Fortune; as well as with members of the 60-plus person team that came together to create this historic product that launched to coincide with the 70th anniversary of the iconic Fortune 500™ list.
FBS took this incredibly high-profile opportunity and ran with it, engaging the best-in-class production team from Little Crush Films to successfully execute multiple shoots in New York City and London, coordinating more than 20 busy high-level executives. To expose the full studio team of designers, PMs, strategists, and editors to the world of complex, high-touch video production, FBS involved as many team members as possible in the production (transforming PMs into PAs overnight!) with days on the ground at Accenture HQ.
Not only did we create a strong, multi-layered client relationship, impress internal stakeholders at Fortune, and pull together the studio team in a truly unified effort, but the final campaign (which featured the brand film and a fully designed content hub) also exceeded all performance benchmarks and culminated in an exclusive screening on stage at the New York Stock Exchange for Fortune leadership, clients, and press.
The Fortune 500™ list is synonymous with prestige. It’s become part of our lexicon and a scorecard for success in big business. As the list entered its 70th year, it was time for reinvention. With Accenture, a leader in generative AI-powered transformation, Fortune applied cutting-edge technology to our most iconic list. Through AI, our teams reinvented the Fortune 500 to bring rich data and insights to users’ fingertips in a completely new way. This unique digital experience enables natural language interactions, allowing users to tap into decades’ worth of data points and journalism to learn more about the companies on the Fortune 500.
To mark this milestone, Fortune Brand Studio (FBS) joined forces with Accenture to produce a brand film that captures the excitement and ingenuity involved in creating this analytics tool. We spotlit the behind-the-scenes action, featuring key voices that were instrumental in bringing this first-of-its-kind partnership to life. B-roll footage and interviews were captured during shoots at the Fortune and Accenture offices, as well as Fortune events in New York City and London, resulting in a video that showcases the vision and collaboration needed to transform business’s most infamous ranking. A fully custom content hub provided digital reach for the film and created opportunities for Fortune’s audience to interact with the content and gain more exclusive insights from Fortune and Accenture leadership.
Content was distributed on a native page from Fortune.com and promoted across social channels, including LinkedIn, Facebook, and X.
Accenture turned to FBS to amplify the messages and thought leadership occurring across our partnership, targeting our highly indexed audience of C-suite executives, business and tech decision-makers, and researchers, as well as job seekers. All content was distributed via native and social promotion across Fortune channels, as well as featured on Accenture’s owned & operated channels, including YouTube. Organic promotion from Fortune’s main handle also drove to the final brand film. Fifteen- and 30-second social trailers for the film were utilized to promote the content, driving our highly engaged audience to watch the full-length video and engage with the content.
In addition to this promotion, both Fortune and Accenture’s PR teams worked to deploy timely press releases announcing the partnership and exciting results. These coordinated efforts shone a spotlight on this unique collaboration, creating excitement around the launch and the final content.
Within the first month of launch, our brand film and related content surpassed all benchmarks, showing true resonation with the business leaders and tech decision-makers our teams are targeting. During that month, our team saw 4.1 million impressions delivered and more than 18,000 page views for the landing page alone.
Time spent on page and overall engagement rate have exceeded Fortune’s benchmarks, with an outstanding 92.92% average scroll depth, far surpassing benchmarks (22.6%–34%).
The film continues to be a showpiece across Accenture and Fortune, with a great deal of organic promotion still being utilized to engage our audiences and drive them to action. In the month since launch, individuals from 2,200 business domains viewed the content, with 20% of this audience at companies with 10,000-plus employees and 42% in management roles (7% C-suite).
To date, the work has been recognized by the Global Content Awards, World Media Group Awards, Digiday Awards, W3 Awards, and Davey Awards.
