Shaw Gibbs is a leading accountancy practice with huge pride in its people. When an opportunity arose to showcase the depth of expertise across its highly skilled team, a targeted thought-leadership campaign helped elevate its reputation among clients who would benefit most from its advice.
The Challenge
Shine a light on expertise
With a series of seminars already planned, Shaw Gibbs saw an opportunity to use them as a platform to elevate its profile among key audiences. Team Target were tasked with translating the seminar content into a thought-leadership campaign that would capture the attention of accountancy, agriculture, local authority, property and business media — while also raising the firm’s profile across social channels.
Our Solution
Engaging content in person, on the page, and online
With a range of experts gathered in one room, we were able to capture first-hand insight for written content, alongside a suite of engaging video assets for digital channels and high-quality photography.
While our video partner produced the ‘watchables’, we pitched articles to key media, securing advance placements including five bespoke feature articles, an exclusive interview and prime positions in leading industry newsletters.
Supported by speaker and attendee vox pops, a longer-form overview and a rich bank of photography, we created digital content that extended the life of the campaign — amplifying media coverage and increasing reach across the Shaw Gibbs website and social channels.
The Results
Elevated expertise, measurable impact
By taking expert insight beyond the seminar room, the campaign positioned Shaw Gibbs as a leading authority across its priority sectors. The result was standout media coverage, increased social engagement and tangible commercial impact – here’s just a few highlights:
- 16 pieces of targeted media coverage across tax and accountancy, agriculture and regional business press, placing the new Head of Tax firmly in the spotlight.
- More than 15 million people reached and over 250,000 impressions across digital and print channels.
- A significant uplift in social engagement during the campaign period, with engagement rates more than double the industry average and a LinkedIn video becoming Shaw Gibbs’ best-performing post of the month.
- Client enquiries directly attributed to the campaign landing page and blog.
- A high-quality bank of photography and video assets to support future campaigns.
”Working with Target has been a standout experience for Shaw Gibbs. From concept to execution, the collaboration was seamless, strategic, and results-driven. Our campaign aimed to guide UK landowners through the complexities of agricultural land development, combining expert insights in tax, legal, land and renewable energy. A special mention goes to Sarah, Laura and Amy - each of whom was truly excellent to work with. Sarah’s editorial leadership ensured our messaging was sharp and consistent. Laura and Amy’s media coordination helped us secure high-impact placements and the social assets supplied were top-notch. Our weekly meetings throughout the campaign helped to keep us all on track and continually abreast of all developments."
Fran KiddAssociate Director – Clients & Markets, Shaw Gibbs