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internal comm archive

Why visual storytelling does corporate comms like a pro

Wednesday, April 12th, 2017

For a company, general communication in the digital age can be tricky, and internal communication can be a real challenge, given the diversity of people working for it. Over formalized emails and meetings are just not enough anymore and can easily lead to a lack of engagement or misunderstanding of the key messages.

At Nucco Brain we help big and small companies telling their stories in the most effective way. Above brand storytelling, we specialise in ultra-effective corporate comms, both external and internal. We thought that sharing some insights about our corporate comms work of the last years could be useful.

When searching for the most powerful strategy to deliver a message, do always keep in mind the golden rule of storytelling: your audience wants to be both informed and engaged.

More and more brands are turning to the visual storytelling industry to tell their stories and rightly so since visual content keeps proving to be the simplest and most engaging way to send a message.

The lack of direct human interactions -voice, look, gestures- makes room for ambiguity; using visuals is one of the best ways to express the tone as well as the content.

Let’s take a look at a case study that we worked on recently to see how we applied visual storytelling to an internal change campaign.

Internal corporate comms case study: Rolls-Royce Engineering

Getting your employees up to speed with the latest technology, trends, and corporate guidelines is far from easy. Finding the right way to communicate important changes, such as a new training program, is essential for the company’s overall well-being.

We worked with Rolls-Royce Engineering to produce a video that aimed to inform employees about the company’s social media policy and to promote social media awareness in the work’s place. Quite a delicate topic to address, as it may sound like Rolls-Royce telling its staff what they should and should not post on their social channels. A message that could easily come across as invasive or even censoring.

We took this difficulty into account and realised a 3-minute video that explained why it’s so important to be mindful of any kind of activity on social media. We created Rollo, a stylised character that would generate empathy with all the employees of RR, no matter their geographic location. As a result, the explanatory video delivered Rolls Royce’s view on the subject to 15 countries and was complemented with supporting images on the company intranet and social media channels.

An explanatory video – among other equally powerful steps of a visual campaign – can provide employees with the safety and satisfaction in understanding where the company is headed and the importance of their involvement.

Find out more about how to facilitate better communication with your employees at http://www.nuccobrain.com/corpcoms/

Stefano Marrone

MD and Visual Storyteller @Nucco Brain

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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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