Human Led, Tech Powered: PwC are passionate about using innovation to elevate humanity and create a better future for all of us. This is captured in their mantra – Human Led, Tech Powered. Never has this been more important than with a technology as powerful as AI.

TEDs creative north star was to combine PwC’s reputation for trust with TED’s reputation for discovery to take the audience on a journey into positive visions of the future and think about their many implications.

“The Future is Already Here, It’s Just Not Evenly Distributed”: The inspiration for the content program can be found in this famous Gibson quote. The speed and impact of the AI transformation is such that there are already practitioners, technologies, businesses and projects that are deploying ideas that if adopted at scale would meaningfully change the world.

The Content Co-Creation Imperative: TED were excited to work with PwC’s own thought leaders and practitioners in choosing the subject matter and contributing to the storytelling. Featuring trusted voices from PwC alongside TED speakers in TED spaces across TED and PwC platforms showed the depth and importance of the partnership while enabling the creation of authentic co-validated content. The resulting stories arrive with the gravitas of PwC and the clout of TED, creating a new place to have important conversations about our future.

Leveraging TED’s Back Catalogue: The campaign used TED’s extensive archive of thought-provoking content to pepper videos with lookbacks to prior TED Talks from storied innovators and famous leaders. As well as further aligning the two brands, our feedback suggests that leveraging the famous TED Talk format inspired trust and engagement in the audience.

Interactive Event Integrations: The content solution has become a self renewing virtuous circle of original ideas and fresh content. Key videos are launched at flagship TED events that prompt discussion at panels which capture fresh ideas and questions from thought leaders and a highly informed audience which become the brief for the next wave of content. In this way the conversation continually evolves, staying relevant and making a useful contribution to the conversation.

Our approach to engaging audiences with TED x PwC content leveraged a deep understanding of both brands’ strengths and audience preferences, resulting in a multi-faceted strategy that maximised reach and engagement across various platforms.

Cross Media Distribution
TED’s unparalleled cross-media presence formed the backbone of our amplification strategy. With a global monthly audience of 141 million across 248 countries and territories, TED’s reach is truly global. Their digital footprint boasts 103 million monthly video views on TED.com and YouTube, complemented by a robust social media following of 143 million across various platforms. This extensive network allowed us to tap into diverse audience segments effectively.

Media Relevant Formats
We developed a co-branded short film series launched at the iconic Annual TED Conference that expanded on the classic TED Talk format, championing inspiring stories of individuals and teams using technology to BeTransformative. This innovative approach incorporated audience engagement elements, data stories, and informed peer debates, creating a more interactive and immersive experience that resonated with viewers across multiple platforms.

Social Amplification & Targeted Distribution
The campaign harnessed PwC’s owned social channels and targeted outreach through TED’s networks. By using snippets of TED Talks paired with PwC’s thought leadership across channels, the campaign extended its reach. Key content pieces were optimised for mobile and designed to spark conversations among professionals in PwC’s target audience, ensuring maximum engagement.

In-Person Experience
The annual TED Conference served as a pivotal touchpoint for direct audience engagement. This five-day event, attended by over a thousand individuals, showcases more than 70 speakers delivering talks, interviews, and performances across various fields. By integrating our content strategy with this prestigious event, we created a seamless bridge between digital and physical engagement, reinforcing our campaign messaging and creating opportunities for real-time feedback and networking.

Through this comprehensive, multi-channel approach, we successfully engaged our target audience, leveraging the strengths of both TED and PwC to create a truly transformative content experience that resonated across platforms and formats.