The opportunity
CCBA’s internal communications team asked Media24 Advertising & Content Marketing to create excitement around the launch of Viva Engage, encouraging employees to complete a Viva Engage training course before the go-live date.
Following the successful launch in October 2020, CCBA commissioned a Viva Engage content strategy for the ONE CCBA all-company community. The strategy needed to spotlight the company’s values, mission and vision, inspiring employees to live these ideals. It also had to deliver engaging content and establish Viva Engage as a key communications platform.
The solution
As part of the launch campaign, the Viva Engage Launch Invitation was designed to be fully digital and interactive. The impact of COVID-19 on budgets and employees’ working conditions ruled out traditional launch materials such as desk drops and competitions.
The concept was a mini survey that took users on a gamified “choose your own Microsoft” journey, ending with a link to specialised Viva Engage training. By asking how users interacted with Microsoft products, the campaign encouraged them to click through the questions, generating useful insights into their use of Outlook and Teams.
We developed an always-on strategy centred on creating and curating content with intent.
- We established a content statement with four focus areas forming the strategic game plan.
- Each content piece was aligned with one of these focus areas.
- A formula determined the optimum number of posts per day, with a schedule ensuring regular coverage of each content pillar.
- A mix of content types was used, including traditional formats (motion graphics, videos, content cards and GIFs) and Viva Engage-specific posts (announcements, questions and praise).
- We created an engagement formula for the CEO and executive committee members and prepared weekly engagement schedules for each.
The results
At launch in October 2020, the ONE CCBA community recorded 965 reactions (like, love, laugh, celebrate, thank and sad). By August 2021, this had increased by 32%.
Active users on Viva Engage rose from 3 702 at launch to 7 861 one year later, representing an adoption rate of 76.32% compared with a global benchmark of 36% (according to SWOOP).
A June survey showed:
- 87% of respondents felt more knowledgeable about the company and its objectives than they had a year earlier.
- More than 86% felt they had a good understanding of the strategic game plan.
- 83% felt the strategic game plan was the most important internal communications topic.
- 50% visit Viva Engage daily; 75% visit at least twice a week.
