EY

Reshaping Results is a service that combines the experience of the EY-Parthenon (EYP) Turnaround & Restructuring practice with sector expertise and specialists from across the wider EY organisation. It helps companies solve critical business issues and came into its own during and after the pandemic.

But Covid-19 also made it harder to use traditional channels to promote EYP’s services. So the main objective of the Reshaping Results campaign that Wardour worked on was to drive brand awareness among the C-suite in UK companies and position EYP as the go-to team for companies in need of restructuring. A successful campaign would also generate new leads for the team.

In early 2020, online fashion retailer ASOS engaged the Reshaping Results team to help it identify new opportunities to unlock value in an increasingly competitive marketplace. So successful was the EYP team’s work in identifying areas where savings could be made that, within a year, ASOS was making headlines by buying Topshop and other prestigious clothing brands from Arcadia.

For understandable reasons, companies that have called on Reshaping Results for help are often reluctant to publicise the fact. So EYP were delighted when ASOS CEO Nick Beighton agreed to take part in a case study that would appear on the EY website. Wardour had been working with the Reshaping Results team since late 2020 and we were asked to create the content for the case study.

This content centred around a video interview which was scheduled for early May 2021 at ASOS’s offices in north London. It featured Nick Beighton, ASOS CEO, who explained that the Reshaping Results team helped identify new opportunities that unlocked value, boosting resilience and setting it up for a stronger future. Despite filming taking place during lockdown under strict Covid-19 protocols, we managed to maximise use of B-roll shot at ASOS’s offices to make the video vibrant and memorable.

The shoot itself took place in a room full of colourful clothing samples that ASOS use for press launches, and was socially distanced and Covid-compliant. The interview was carried out by an EY partner who couldn’t be physically present, but asked his questions via a video link, and the Wardour team also had to ensure that this process worked seamlessly.

In the event, Nick talked fluently and enthusiastically about the work the EYP team had done. One take was enough to get the material we needed, which gave the camera crew plenty of time to capture B-roll footage around the ASOS offices to supplement the interview.

This footage really helps to bring the finished video to life. In a lively and engaging three minutes, it tells the story of how EY has helped ASOS, with Nick explaining how the EYP team gained his trust and then impressed him with their analytical approach and dedication, despite the majority of the work taking place during the Covid-19 pandemic. The video now sits on EY.com as part of a written case study, which Wardour also wrote, and we created a range of social media assets for EYP to use to promote the content.

The Reshaping Results team are delighted with the finished result. The ASOS campaign achieved 116,000 impressions and over 700 clicks organically through EY UK channels, and from these channels, it reached 30,431 people, with over 1,500 views of the video interview and more than 490 likes. A senior EY marketing executive described the video as a template that everyone creating case studies for EY in future should try to follow.

Not only this, the wider EY Reshaping Results campaign, which included the ASOS case study and others produced by Wardour, has done incredibly well on the awards circuit. It won Best B2B Big Budget Campaign at the Marketing Society 2022 Awards and Best Corporate Campaign at the CorpComms 2022 Awards, where the judges said the entry demonstrated “a great example of understanding your audience or customer first, and then building a campaign that speaks to and engages them”, adding, “cracking return on investment”.

To learn more about how Wardour can help with your next campaign, pop us an email at hello@wardour.co.uk – we’d love to have a chat with you.