Transforming the 2020 EY World Entrepreneur of the Year experience
Case study
Amidst the COVID-19 pandemic, global accounting and advisory powerhouse EY invited Sheelpa Patel to reimagine its flagship World Entrepreneur of the Year (WEOY) experience for 2020, as it transformed from an in-person event to a virtual format.
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Through a compelling TV documentary series, enhanced by powerful storytelling campaigns and an "always-on" content hub, our founder Sheelpa Patel enabled EY to engage a global broadcast audience for the first time in its history. Her omni-channel digital marketing approach sparked vital new brand connections for EY, helping to reinforce its leadership in the entrepreneurial advisory space.
Lights, camera, action
Embedded within EY’s WEOY Brand, Marketing & Communications team, Sheelpa developed a three-part documentary series produced with global broadcaster CNBC Catalyst. This was complemented by a comprehensive suite of digital marketing and social media assets. To ensure greater reach and impact, Sheelpa additionally curated an ‘always-on’ content hub and a spinoff series of storytelling campaigns about innovators in the ‘Entrepreneur Of The Year' (EOY) community.
EY World Entrepreneur Of The Year winner Dr. Kiran Mazumdar-Shaw explaining her involvement in tackling COVID-19and her thoughts on the innovation that is needed to mobilise the entire health ecosystem in India.
The TV Series
Featuring exclusive interviews and footage shot on location around the world, The Unstoppables charts the journeys success of the world’s most innovative entrepreneurs. Deftly managing a short lead time with a complex, multi-stakeholder sign-off process, Sheelpa worked seamlessly with EY, CNBC and global suppliers to deliver the series, which was viewed in more than 100 countries. The marketing assets she developed ensured maximum amplification for the EY brand in every global market.
Always-on Content Hub Extends Reach
To extend the WEOY programme’s impact and engage a global audience year-round, Sheelpa initiated an “always-on” content hub featuring the most compelling, diverse and wide-ranging human stories from within the EOY community.
Meet three of the world’s most visionary entrepreneurs: in the MM produced documentary 'The Unstoppables 2', on behalf of EY and in partnership with CNBC Catalyst.
Meeting the moment with potent storytelling
To further enhance the TV series, Sheelpa curated 'Entrepreneurs Rise Up', a spinoff series showcasing powerful stories about EY’s global community of entrepreneurs. Featuring figures like Mate Rimac, Susan Chong, Brad Keywell, Kiran Mazumdar-Shaw and Sir Peter Beck, this inspiring series showed how they were each pivoting their businesses to meet the challenges of COVID-19.
The 2020 series of The Unstoppables reached 6 million TV viewers, with 45 million video views and 68 million campaign impressions.
Impact
With the transformation of the 2020 WEOY experience, Sheelpa demonstrated her ability to bring big ideas to life and uncover creative opportunities that unlock unprecedented outcomes for stakeholders.
Shortlisted for a Marketing Week Award in the B2B category, The Unstoppables's 2020 series reached 6 million TV viewers, with 45 million video views and 68 million campaign impressions. Eager to build on its success, EY invited Sheelpa Patel back the next year to make a second feature documentary which doubled the impact of its reach.
For EY, the powerful combination of a pioneering global broadcast, content hub and spin-off series elevated its impact across new and diverse media landscapes, enabling EY to amplify its brand narrative and forge new, valuable and enduring connections across the worldwide entrepreneur community.
