Improving brand advocacy among employees is certainly a topic of conversation in many organisations today.…
BNP Paribas’ #Behindthebrand campaign engaged employees and created a sense of pride and ownership.
We worked with global banking brand BNP Paribas to launch a UK-based internal communications campaign, #Behindthebrand, to engage employees and create a sense of pride and ownership.
Using insight from client surveys, we worked with BNP Paribas’ internal communications team to develop the #Behindthebrand concept, which takes ‘brand’ back to basics via three distinct stages: What is brand? (education), Our brand (awareness) and Our people and the part you play in getting behind the brand (pride and ownership).
The campaign was based around a specially-developed microsite with gamification elements, promoted via experiential and internal marketing activities.
The website resulted in over 4,100 page views with an average 10-15 minute dwell time. A Tetris-style Values Challenge saw 150 entries and is now being rolled out globally across BNP Paribas.
A quick overview:
/ Creation of #Behindthebrand concept
/ Design and development of the website and interactive games, including a Tetris-style ‘values challenge’ with real-time scoreboards
/ Case studies from across BNP Paribas’ businesses
/ Video animations
/ Email marketing
/ #Behindthebrand ‘teasers’ located across offices (including a huge 20m x 1.5m graphic in the company’s auditorium)
/ Experiential installation to give employees the chance to share their own #Behindthebrand experiences
/ Campaign planning and activity recommendations, including a detailed five-week roll out plan
/ Toolkit of materials so the campaign can be launched in the other business units