The opportunity
CCBA champions inclusive economic opportunities for youth, people with disabilities and women in the communities where it operates, empowering them through entrepreneurship and employability training.
To showcase their impact and internal commitment to diversity, CCBA tasked internal communications partner Media24 Advertising & Content Marketing (then known as New Media) with creating an internal campaign and expanding it to a wider external audience. The goal was to motivate current employees and attract future talent by demonstrating CCBA’s values.
The solution
Media24 Advertising & Content Marketing created content designed for use with minimal tweaks across internal platforms such as Viva Engage and Spotlight (CCBA’s video showcase), as well as externally on LinkedIn.
Personal stories were central to conveying the real impact of CCBA’s strategic efforts. We sourced pictures and pre-existing videos from the 15 markets where CCBA operates, telling stories of women in communities and within the business benefitting from these initiatives.
We designed a simple but effective look and feel to give the campaign cohesion and context, adaptable across videos and stills of varying quality and orientation.
To maximise impact, we reoriented long-running Viva Engage series such as Monday Motivation and Have Your Say employee video clips to strengthen and extend the campaign content.
The campaign, branded CCBA Focus on Women with the hashtag #WomenLead, identified a wide range of content reflecting the company’s commitment to an inclusive culture internally and inclusive economic opportunities externally.
The results
The campaign ran from 2 February to 10 March 2023, covering International Day of Women and Girls in Science through to International Women’s Day. The 31-post organic LinkedIn campaign achieved:
- 340 769 impressions
- 6 067 clicks
- 4 429 likes
- 242 comments
- 181 reposts
Internally, the campaign ran on Viva Engage from 10 February to 30 March. #WomenLead posts accounted for five of the top 10 most engaged posts on the ONE CCBA all-company community for March.
