With key competitors operating in the sports sponsorship landscape, KPMG’s marketing strategy sought to maximise the opportunity afforded by their sponsorship properties, ensuring they continued to build brand equity.
KPMG capitalised on the unique opportunity to combine three partnerships to create Books for Birdies: KPMG Women’s Irish Open, Leona Maguire, Children’s Books Ireland. Each of the partnerships represent a key passion point for KPMG: education, innovation and women in sport, working together to bring their sponsorship platform of ‘Inspiring the future’ to life.
Inspired by Leona’s love of reading, Books for Birdies saw one children’s book donated to local Dromoland schools by KPMG, for every birdie recorded by Leona from June and subsequently by every player at the KPMG Women’s Irish Open 2023.
A campaign that was perfectly positioned on social meant we could drive engagement via owned and partner social channels, ensuring significant social outreach was achieved, complementing our earned media outreach programme, aimed at championing children’s literacy in Ireland.
In a crowded sponsorship environment, our campaign activity demonstrated a clear Return on Investment for KPMG across their three objectives: raise awareness of KPMG’s sponsorships, promote diversity and inclusion and drive employee recruitment. The initiative also generated 100% positive
sentiment towards the brand, while serving an integral social purpose in line with KPMG’s values of promoting literacy among children.
Over the coming years, KPMG will find new ways to invest in developing young people’s potential, to amplify and celebrate their partnerships and to continue ‘Inspiring the Future’.
