Client

Marks & Spencer

Deliverables

Visual identity & internal communications campaign

Sector

Retail

Team

  • 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.

Colour palette