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How do you measure success in Corporate Communications Campaigns?

Tuesday, June 28th, 2016

At Nucco Brain, we recently had the privilege of working with John Lewis Partnership.
The challenge was to help their internal comms department to visually explain and communicate the latest changes to the Pensions Scheme to all their partners.
The campaign is aimed to everyone who works or has worked across the different services of John Lewis & Waitrose.

We had to ask ourselves what makes a successfull corporate communications campaign and how to measure that success. To answer we had to challenged both our notion of an efficient campaign and the client brief.

The amazing guys at YCN recently interviewed me to investigate the Nucco Brain approach to this project and how we helped JLP increase their click-trough rate of over 400 times on their new pension scheme intranet page. If you want to read the full article, here is a link.
If you are a quick web-surfer, instead, and just care about the highlights, keep reading below 🙂

What was the initial brief, and how did you challenge it? 

We were originally asked by the John Lewis Partnership (JLP) to produce 15 videos to explain each aspect of a new Pension Scheme being implemented.
We thought thoroughly about what the best set of deliverables to reach the campaign goal would be, and instead challenged the brief and proposed a different approach.
We know that pensions are a difficult topic, especially given the broad audience of 93,000 people involved, and the big difference in age spread in the target audience, which ranged from 18 to 60+.
So we decided to approach the project by creating different layers of communication, using video as the primary content to attract attention and answer questions that came directly from John Lewis’ partners.
At Nucco Brain we believe in an optimised approach to design, where the assets created for one project can be the base for other ones, without having to re-create them each time.
We want to be rewarded for our creativity and quality of work as well as building long term relationship with clients.
That’s why we aim at building a library of material that can be used in the future in multiple ways, from digital content to printed material, to support brand consistency as well as sustainable pricing.

Do you have to take a different approach when working on internal comms projects, compared with external campaigns, for example?

Corporate communications are an interesting area, because the goals and KPIs of each campaign are different and need to be set.
It’s a great challenge to understand and adapt to them on each project, and come up with creative solutions to engage with an audience who share a working environment — but not necessarily age, tastes or behaviors.

There is also the excitement of the complete freedom to use different channels internally, without having to think about media spend.
This allows us to think about the deliverables that will create efficient communication and high engagement, instead of having to deal with strict media plans and single channel communication.

How is the campaign being received? 

The campaign has had positive responses on the JLP Google Community and the partnership’s intranet site, with the site achieving 800 clicks in three months before the campaign, rising to 32,000 clicks in the first three months since launch — with no complaints about the budget spent at all stakeholders levels.

Thanks for reading 🙂

Keep telling amazing stories,

Stefano Marrone
Visual Storyteller/ MD @Nucco Brain

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Nucco Brain is a buzzing storytelling studio in London’s Tech City. Our highly talented professionals are young, energetic and international, with a passion for telling stories through stunning animation, illustration, graphic design and visual development.

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