AICPA + Turtl | Case Study

AICPA wanted to elevate their thought leadership campaigns in a way they could measure. Turtl provided the solution.

Elevating AICPA's campaigns with Turtl

How AICPA proved the value of their thought leadership campaign with Turtl's analytics

Campaign goals

AICPA was looking to partner with a new tool to create a thought leadership campaign

AICPA had six goals they wanted to achieve with this one campaign

1. Deeper engagement

AICPA wanted to communicate with their audiences in a way that would encourage deeper engagement than traditional methods.

2. Improved mobile experience

They suspected that many of their members and prospects view content on mobile and wanted to ensure it was optimized for all devices.

3. Faster production cycles

Working with agencies created lengthy production times as the editing and approval process went back and forth for extended periods of time.

4. Stay on-brand

In order to embrace moving their content production in-house, they needed to be sure that their branding would remain consistent.

5. Elevate quality

They wanted to elevate the quality of their thought leadership content in order to make their campaigns more effective.

6. Track performance

Being able to track which parts of their content were performing better would help them know what to focus on more and what to avoid in the future.

AICPA (The American Institute of Certified Public Accountants) is the largest member association of the accounting profession in the world, representing over 400,000 accountants.

Choosing the right tool

Why Turtl was well-positioned to meet their objectives

Why Turtl?

1. Psychology-based

Turtl's unique Surf & Immerse format is designed to satisfy the self-determination theory in psychology. It encourages engagement by allowing readers to navigate autonomously through your content.

2. Optimized for all devices

Unlike static document formats like the PDF, Turtl content is automatically reconfigured to the device it's opened on, ensuring an optimal reading experience at all times.

3. Empowers in-house teams

One person can create, publish, and distribute content with Turtl without the need for coding or graphic design skills. No agencies required.

4. Always on-brand

Every company can receive a custom-designed version of the tool that is locked into its unique branding, meaning content is never off-brand.

5. Fully interactive

Turtl's ability to integrate with multiple widgets and features creates a fully interactive experience that elevates the quality of your content.

6. Sectional analytics

With Turtl's analytics dashboard, you can access chapter-by-chapter analytics that provide content insights at a granular level.

What's the verdict?

Over 19,000 reads with a total read time of 84 days

The results

AICPA's campaign with Turtl included five pieces of thought leadership content distributed on a monthly basis.

Here's how it performed:

Over 19,000 reads from over 12,000 different readers
Average read time of 6 mins 19 secs (84 days in total)
Proof that over 40% of readers use mobile devices

An average bounce rate of just 16%
Over 1,700 readers watched embedded video content
Feedback collected from over 5200 readers via interactive polls

A/B test

AICPA wanted to compare engagement when sharing Turtl's animated gif VS typical hyperlinked text. They found that sending the animated gif:

Increased readership 1.7x
Increased shares 2.4x
Increased average read time 1.5x

Here's an example:

Has Turtl delivered?

Not only did Turtl help AICPA increase engagement across the board - reads, shares, and read times - but it also proved that a significant number of their audience are using mobile devices and that interactive features increase engagement. And, importantly, it was all created in-house.

The data they've gathered from this one campaign can be used in the future, tailoring thought leadership content to audience interests.