2024

EDGE Strategy: Real. World. Change

Entrant Company

Gravity Global

Category

Marketing - Multi-level Marketing

Client's Name

EDGE Strategy

Country / Region

United Kingdom

EDGE Empower® is the complete software-based diversity, equity and inclusion (DE&I) solution that enables organisations to become eligible for EDGE Certification and bring
the same discipline and rigour to DE&I as they would to other business-critical missions. EDGE Empower® is brought to the market by EDGE Strategy, a business founded in 2013 and based in Switzerland. EDGE Strategy is currently working with more than 250 large organisations in 56 countries across a diverse range of sectors and industries, and at different stages in their DE&I journey, from world-renowned publicly listed companies to Central Banks, International Organizations, UN agencies and global sporting federations.

Objectives of the Campaign.

The principal challenge facing EDGE is the need to demonstrate growth to its investor and committee members. The DE&I ‘space’ is crowded but relatively immature in terms of their understanding of DE&I strategies and compliance, and EDGE needed not only a point of difference, but also clear communication around how businesses can use the ‘tools’ within EDGE Empower® to support their journey to become EDGE Certified (the only independent third-party DE&I audit and certification).

We recognised that while they had a great product (EDGE Empower® - the name given to it by Gravity’s brand strategy team), its target audiences lacked awareness and understanding. We needed to reach the key decision makers – typically C-suite and Group-Level HR Directors, whilst influencing the wider buying group (DE&I leads, HR Managers etc), adapting the message and channels (i.e the media) accordingly.

 
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