Deloitte's annual day of service—Impact Day—is a longstanding tradition and a celebration of Deloitte's year-round commitment to collectively making an impact that matters in our communities across the US. On Impact Day, our US professionals come together in collaboration with organizations across the country to support the needs of communities where we live and work — from mentoring high school students, to counseling nonprofits on strategic planning, to job preparation guidance for veterans to painting classrooms, to reading to children and more. Impact Day is a multi-faceted digital and social campaign that showcases how our professionals are driven by a strong sense of purpose and an enthusiastic passion for contributing their time and talent to make an #ImpactThatMatters. It's also one of the top reasons cited for why Deloitte ranks as one of FORTUNE's Best Workplaces for Giving Back.
Our 2018 Impact Day campaign was a full-fledged team effort and execution. This year's campaign was executed through a wholistic (digital and social media) mindset, with new, innovative and improved tactics coming to fruition. Deloitte's in-house full-service Marketing and Communications Green Dot Agency team entered the campaign work and conversation to take a deeper look at the strategy, specifically for digital and social media areas. The big questions were, what's working well and how to do we bring new and innovative ideas to the table to make an impact that matters this year. For Deloitte, Impact Day is the largest social and digital media driver- especially for our millennial professionals (which was a key aspect of our strategy this year). This one, individual day provides our organization the ability to take a step back and embrace the participants, professionals and organizations that are talking about our contributions to the community, and engage with them on a personal level. This is what digital and social media is all about. Not only is Deloitte doing good in the communities on Impact Day, but also immersing professionals in a way that may change their perspectives and thereby may strengthen the value they bring to their clients, each other, and the world. This year, we took on a multi-platform approach across our digital and social media platforms. We promoted our presence, people and service projects on:
Deloitte.com landing page
6 social media platforms
Instagram – original posts, stories, permanent stories and the swipe up feature
Facebook- original posts, polls, and stories
Snapchat- day-of filter and stories
Internal employee advocacy program (Ambassador Program)- broadcasted messaging to employees
Twitter- original posts, retweets, engagement and a trending # topic day-of
LinkedIn- native video promotion and original posts
Overall, the 2018 Impact Day campaign generated:
Over 10 thousand visits to the Impact Day page on Deloitte.com
More than 11 million impressions
1,498 unique profiles using Impact Day's #ImpactThatMatters hashtag
The second most engaging tweet on @DeloitteUS YTD (472 interactions)
9.7K views of our Impact Day filter on Snapchat
15.6K video views on LinkedIn
4.8K Story views on Instagram
5.6K Story views on Facebook
8.1K views of Facebook Live Broadcasts
On Impact Day, we coordinated a "whiteout" for our Facebook, Twitter and LinkedIn US channels: Only Impact Day or Corporate Citizenship content was posted or amplified. Our US professionals came together to over one thousand sites across the country to give back to their communities. Volunteers and non-profit organizations showed their pride and gratitude by posting their experiences, pictures and videos on social media. By amplifying content from key non-profit organizations, as well as our own Deloitte colleagues, we maximized eminence and impact.
Making an impact that matters is at the core of what we do at Deloitte. It's what gets us up in the morning and drives us to work harder for our clients. Because by making an impact that matters, we can help change the world for the better.