User-Generated Content that Creates a Movement: Behind the Scenes of Deloitte’s #iAct Campaign

Meredith Howard, Deloitte

As brands, we spend a lot of time and resources creating content for our audience to consume. But what if we took a step back and asked our audience to create content along with us? User-generated content campaigns have long been an effective strategy for brands to engage target audiences in ways beyond just reading an article or listening to a podcast. These campaigns ask users to participate. In April 2021, Deloitte launched their first-ever user-generated #iAct campaign in celebration of Earth Month. In this session, learn how Deloitte leveraged the power of audience participation to extend the reach of their content, drive conversations on social media, and educate communities on the impacts of climate change.