Deloitte has been a proud sponsor of the WNBA since 2020. In 2023, with the WNBA Playoffs fast approaching, our team saw an opportunity: showcase our values by amplifying Deloitte’s commitment to the advancement of women in sports while celebrating Deloitte’s long-time track record of advancing women in business. If we could find a way to connect the two, we could leverage the cultural momentum provided by the WNBA Playoffs to show more people than ever how much we value and celebrate women’s leadership.
When the 2023 WNBA Playoffs began, so did our external multi-channel marketing campaign. Four TV spots were produced and aired on national television. The commercials imagined a world where women in business have the star power of professional athletes, with four WNBA athletes bringing their talents to the spots. However, we also wanted to increase pride in our people. So, an internal communications strategy and in-person office events led to record-breaking employee engagement, including a two-wave social campaign featuring side-by-side photos of Deloitte women leaders and a photo of them playing sports in their youth. Social post copy explained how the lessons they learned as athletes had translated to wisdom they still carry and impart in their professional lives. Together, the work helped us garner excitement for women leaders in business and show that Deloitte proudly values women’s leadership on the court and in the boardroom.
In its entirety, the campaign consisted of TV spots during the WNBA Playoffs, two wave of social content, internal communications, in-office events, and our people watching a playoff game while wearing campaign swag. Our message came through strongly and at scale, generating widespread conversation in the marketplace:
We also managed to fostered pride among our professionals, who amplified our message:
Our message even resonated with our clients:
