Marks & Spencer
- Colin | Creative Director
- Damien | Strategy
- Oli | Account Director
- Sarah | Account Manager
Marks & Spencer was looking for ways to better bridge the gap between their 70,000-strong workforce – from leadership and to shopfloor – and create a space for lighter, more informal discussions.
What did we find that was extraordinary? Whilst Yammer is a good channel for this, it comes with a bit of ‘baggage’ for M&S staff so they would be open to change.
How we extracted the extraordinary
In conjunction with the client’s Colleague Communications team, we helped rename Yammer as ‘M&S CommUnity’, along with a dedicated look & feel, putting the emphasis on bringing employees together in one place. With the identity for the channel and its app developed, we then focused on preparing a series of supporting materials to help relaunch it via a high impact awareness campaign, with a combination of print materials (including posters, table-talkers and ambient media) sent to over 600 M&S UK stores and offices, as well as digital assets prepared collaboratively with the client’s inhouse digital team.
As a result, M&S doubled their active users on the platform when compared to the previous unbranded channel. In addition, there was an immediate 50% increase in engagement with content on the site.
Our work won an Award of Excellence for ‘Best New or Relaunched Channel’ at the IoIC National Awards 2023.