KPMG employer branding: the Christmas campaign with the school in Rahova
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KPMG worked with director Tedy Necula on its 2017 Christmas campaign. The video documents the CSR project KPMG has supported for years at a school in Rahova. The children wrote letters to Santa, and KPMG employees turned each one into a real gift. The campaign brings employer branding and CSR together, and over the holidays it reached social media and the inboxes of KPMG clients and partners.
The campaign proposal arrives as a PDF, by email, within minutes.
Christmas at KPMG before 2017
Every December, KPMG recorded the decorating of its Christmas tree in house. The video then went out attached to the holiday email.
For Christmas 2017, KPMG wanted a different kind of holiday message and worked on it with NECULA Agency.
The CSR project at the school in Rahova
KPMG already had a story, and had had it for years: the school in Rahova it supports.
Tedy Necula proposed that, instead of baubles, the company's Christmas message show KPMG's people and the children at the school. The CSR project had been running quietly for a long time. This time, someone pressed record.
The children's letters, and KPMG consultants as Santa
The children at the school in Rahova wrote letters to Santa. The letters found their way into the hands of KPMG employees.
The employees answered them one by one, with real gifts. The NECULA Agency crew was there with the camera when KPMG consultants became Santa for a day.
No script, just kids, letters and people who kept their word.
Where the KPMG Christmas video went
Over the holidays, the video circulated on social media and in the inboxes of KPMG clients and partners. It was how KPMG sent its New Year wishes to everyone it works with.
Today the project is one of the CSR examples in the NECULA Agency campaign proposal, alongside Aptiv and Kaufland.
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What other companies can do with their own CSR projects
A project you already have
KPMG had supported the school in Rahova for years. The campaign started from that CSR project and the people who make it happen.
Employees and children as the protagonists
The protagonists are KPMG employees and the children at the school. In NECULA Agency campaigns, employees appear only if they want to, and each one is prepared beforehand.
A date already in the calendar
Christmas already brings a company message to clients and partners. At KPMG, that message showed the CSR project and the people behind it.
One video, several audiences
The Christmas video reached social media, clients and partners. A single CSR project spoke about the company and its people at the same time.
A video employer branding campaign for your company
employer-branding.ro is the employer branding division of NECULA Agency. NECULA Agency creates, produces and implements six-month video employer branding campaigns: more than 80 videos, published on YouTube, LinkedIn, Facebook, Instagram and TikTok. The first videos are ready in five weeks.
CSR projects are one of the campaign's five types of video, alongside a manifesto video for HR, employee portraits, team and culture, and educational reels. The guide to employer branding video explains each one, with examples.
You approve the scripts before shooting and every video before publication. The campaign can be funded from the disability fund, and NECULA Agency is an Authorised Protected Unit. The details are in the Funding section.
Frequently asked questions
What is KPMG's Christmas campaign with the school in Rahova?
It is KPMG's 2017 Christmas campaign, made with director Tedy Necula. The video documents the CSR project KPMG has supported for years at a school in Rahova.
What did KPMG employees do in the Christmas campaign?
The children at the school in Rahova wrote letters to Santa, and the letters reached KPMG employees. The employees answered them one by one with real gifts, and KPMG consultants became Santa for a day.
Where was the KPMG Christmas video distributed?
Over the holidays, the KPMG Christmas video circulated on social media and in the inboxes of KPMG clients and partners. It carried KPMG's New Year wishes to the people it works with.
How does a CSR project relate to employer branding?
A CSR project shows what a company's people do beyond the office. The KPMG campaign brings employer branding and CSR together, and CSR projects are one of the five types of video in NECULA Agency employer branding campaigns.
Who made the KPMG Christmas campaign?
KPMG made the campaign with director Tedy Necula, who leads NECULA Agency. employer-branding.ro is NECULA Agency's employer branding division.
Can an employer branding campaign be funded from the disability fund?
Yes, a NECULA Agency employer branding campaign can be funded from the disability fund. NECULA Agency is an Authorised Protected Unit, and the details are in the Funding section of employer-branding.ro.