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BCG “Whole Self” Campaign


01. Project Details

Boston Consulting Group (BCG) is an American global management consulting firm headquartered in Boston, Massachusetts. It is one of the “Big Three” alongside Bain & Company and McKinsey & Company.

BCG came to us to develop an internal storytelling campaign for their employees. The goal was to inspire their employees and utilize storytelling in a unique way. We proposed to showcase authentic conversations of BCGers about how they “bring their whole self to work” and how that relates to their life outside of work. The end result, a beautiful ecosystem campaign that included photoshoots, long-form articles, paid and organic social, and a campaign brand book to help it live on.

02. The Shoots

To bring authenticity, we needed to shoot authentically. We decided to develop shoots around a day in the life of the BCGers, with focus on work + life to showcase their whole self. The end result was 5 shoots held around the country for the initial employees showcased.

03. The Articles

We partnered with our journalism lead to tell these BCGers stories in their own words. Using the BCG Insights Blog Platform, we developed 5 unique stories that all connected to the “Whole Self” concept at the heart of them. We tied in larger pull quotes and images to break up the story throughout.

04. The Social Assets

To support the launch of the stories and encourage readership, we developed a skew of organic and paid social ads for the BCG-Life social accounts on Facebook, Instagram, and Linkedin in infeed, reel, and story formats. Creatively we added in a pull quote and their unique “whole self” statement to give a quick glimpse at the story to have the viewer read more.

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