Client: Caba
How we turned original research into cross-platform discovery for Caba
26+
pieces of global coverage
3.3m+
estimated coverage views
2m+
social media views
The Challenge
Caba is a charity organisation that supports ICAEW chartered accountants with everything from financial help to mental health and general wellbeing. The problem? Their audience is not especially keen on talking about their own struggles. Through early research and conversations with accountants, we uncovered three linked problems:
Burnout and stress are extremely common in the profession
There’s a strong stigma around admitting burnout, especially to employers or peers
Search behaviour does not lead to specialised help. Accountants tend to search for generic “burnout” terms which means they often discover generic pages, rather than specialised help for people like them.
This meant that burnout continued to carry stigma amongst accountants, despite its prevalence.
Our plan? Create a well-timed moment where every Caba channel talked about burnout, anchored in credible original data, to prove that the story genuinely resonated inside the accountant community – and to generate the kind of storytelling that would capture their attention, create genuine visibility, and start the conversations that could lead to change.
How we addressed it
Original research
We began by asking accountants what was actually happening. We conducted a nationwide survey that gathered 300+ chartered accountants’ experiences across ages and career stages, with questions focused on stress, workload and burnout. The findings gave us clear and credible data that could anchor the campaign. We then shaped the results into a report designed to feel authoritative and substantial rather than a piece of marketing dressed up as insight.
Brand identity and campaign design
We developed a clear visual identity for the burnout campaign and applied it consistently across:
The report cover
The landing page on Caba’s website
Social assets
PR materials and supporting content
This made the work feel coherent and recognisable while still sitting comfortably within Caba’s overall brand.
Search-optimised landing page
The report needed a home that worked for both people and search engines. We created a landing page on Caba’s site that:
Was optimised around “burnout + accountancy” terms
Hosted the full downloadable report
Highlighted key stats and quotes that search engines could surface
Embedded YouTube videos featuring accountants and advocates discussing burnout
Gave visitors the option to watch on-page or click through to YouTube for more
This page became the central hub for PR, social and influencer traffic, as well as long-tail search.
Influencer video content
Because of the professional stigma around burnout, finding chartered accountants willing to speak on camera was a challenge in itself.
The solution was to work with three different influencers with complementary strengths. Together they created diverse, authentic perspectives on burnout. We produced:
Full-length videos for Caba’s YouTube channel
Cutdowns for social media
Content that influencers could share through their own channels at the same time
This created a “moment” where multiple voices were discussing the same topic from different angles.
Digital PR outreach campaign
Using the original research as the backbone, we built a digital PR story that combined strong data with emotional storytelling. We targeted:
HR publications
Business titles
Accountancy-specific press and other relevant sector outlets
The aim was to drive both authority and visibility, creating coverage that the right people would read and resonate with, that search engines could understand, and that would drive home the importance of Caba’s work.
Social media amplification
To keep the conversation going, we:
Shared video and carousel cutdowns and key stats across Caba’s social channels
Encouraged discussion rather than one-way broadcasting
Benefited from influencers posting their own content simultaneously
The result was targeted reach in exactly the niche Caba cares about: chartered accountants and those close to the profession. .
The results:
26 pieces of coverage · 3.3M estimated coverage views · 89,251 influencer partner impressions · 1.5M LinkedIn impressions · 145K Instagram impressions · 1,013 landing page sessions · Position 1 rankings for “accounting burnout”, “burnout in accounting” and “accounting burnout rate”, all cited in AI Overviews · Top positions for multiple Reddit burnout queries during the campaign peak period
The Reddit proof point
A particularly strong signal came from Reddit. An accountant found one of the campaign articles on accountantonline.com and shared it in r/ICAEW. The thread grew quickly, with accountants at different stages discussing the findings and reflecting on their own burnout experiences.
No prompting. No seeding…
Just a story that resonated strongly enough for the community to pick it up and share it. In a subreddit where branded posts are removed, this showed the campaign had moved beyond marketing and into genuine professional conversation.
Strategic significance
By aligning original research, a focused landing page, influencer videos, PR and social amplification, the campaign:
Created consistent signals across multiple channels
Strengthened Caba’s authority on burnout in accountancy
Built credibility in places accountants already trust, including Reddit.
In short, it didn’t just earn coverage. It sparked an authentic conversation inside one of the profession’s most closed-off spaces.
When you consider that the average customer uses around six touchpoints to shape a decision today (versus ~two touchpoints, fifteen years ago), and connected customers recommend brands at an 71% higher rate, and AI Overviews favour brands with strong multichannel signals – particularly from Reddit - the implications for brand growth are evident and exciting.
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