The Challenge:


To establish a formidable presence for KPMG as thought leaders in the EMA region around the topic “Family Business”.

The Solution:


DigitLab executed a social media and blogging strategy to develop and build thought leadership for KPMG Family Business. The launch of the full-scale campaign included the Family Business blog and bi-lingual (French and English) advertising campaigns.

 

DigitLab worked concurrently with KPMG to write, create, source and curate KPMG intellectual property and distribute it online to interested stakeholders. We also built and designed an online presence for KPMG Africa across blogs, social media and web apps.

 

Working closely with the global team and the KPMG Family Business Centre of Excellence, DigitLab developed an interactive tool that lets users interrogate data from the KPMG Family Business Survey.
In addition to the global tools developed, DigitLab also presented and executed strategies to localise content and thought leadership to specific country regions, after realising that localisation efforts would make KPMG more accessible to family business owners. KPMG opened the digital offering to EMA countries, who could take up the opportunity for a local Family Business footprint through a page on the main site, or a sub-blog managed by themselves, with the ability to publish their own content.

The Results:


At a KPMG Global Marketing Conference in Canada, the KPMG Family Business blog was recognised as one of the most successful blogs within KPMG globally, to date.

Localisation efforts bought 40 countries online with a voice in the family business consulting arena.

DigitLab helped KPMG secure a 57% Share of Voice on the Family Business topic amongst its Big 4 competitors. This resulted in going from no presence, to the predominant voice in Family Business across the globe.

KPMG secured the top page results in Google across all targeted countries through their blogging and thought leadership strategy.

The whole strategy has been created from scratch with your help. Three years after, we have reached 57% market share of voice within the Big 4 where we were not existing in 2011.
Christophe Bernard (Global Head of KPMG Family Business)