Nestlé UK&I: Workplace launch campaign

A major digital transformation, Workplace by Facebook, was planned for launch in the UK, including set piece events and launch guidelines from Group.

The challenge for the UK&I team was to create a sense of anticipation, to spark understanding and interest, and tomotivate people to activate their Workplace accounts for business benefit.

Our approach focused on employees seeing this as a sustainable transformation initiative, not just a one-off launch.

We wanted people to see Workplace as their business tool, and that they would get out what they put into it. Wecreated an engaging look and feel, a comprehensive narrative and campaign and a comms space to develop a ‘self-serve hub’ on the intranet so that colleagues could produce their own collateral supported by standardtemplates/guidelines.

The campaign ideas also included incentivising employees to ‘activate’ their accounts creating competition between sites and units plus leadership engagement sessions, an ‘ask the expert’ facility, ambassador network and branded freebies.

On launch day the UK&I team achieved their target sign-up of 1,100 people – around 14% of the market. And the platform has gone from strength to strength with over 90% of respondents in a recent communications audit saying theyaccess the tool regularly.