Celebrating Transparency

Challenge:

A global agri-food company aimed to strengthen its thought leadership positioning on transparency in science. However, there was a lack of internal awareness and engagement about their transparency initiative, which consequently led to scattered external messaging from different teams. As the company approached a crucial milestone in their transparency journey – the five-year anniversary of the initiative – we capitalised on this momentum with an internal and external campaign to reposition the company’s transparency initiative and build awareness at both levels. The aim was to showcase their pioneering work and help the team speak with one voice. 

Solution:

By leveraging our creative ideation capabilities, corporate reputation expertise, and industry knowledge, we developed a strategic framework to revive the company’s transparency initiative: 

• Internally, we focused on the need to drive behavioural change and employee engagement. We designed a gamified office “roadshow” to reengage, educate, and inform employees about the company’s transparency work and success stories. To get employees on board with the initiative, we launched an internal communication campaign and leveraged the company’s social media channels by setting up an online photo competition of the roadshow.  
• Externally, we aimed to strengthen the company’s profile as thought leader within the agri-food industry. We defined a creative concept and storytelling to highlight the company’s milestones throughout the past five years.  
  • The campaign was launched on social media with the publication of two videos (a teaser video and a full story video) showcasing the achievements of the company in the past five years and the expectations for the years to come.
  • We developed a dedicated visual identity to mark the occasion and leveraged  promotional materials like an anniversary booklet on social media channels and the company’s website to build on momentum. The visual identity is in use to this day, marking a before and after in the company’s transparency journey.

Building on our unique blend of empathy + intelligence, our approach allowed us to work as an extension of our client’s team, involving them in our ideation process and serving as a reliable partner in extending the reach of their message. 

Results:

Internal Campaign

• “Roadshow” organised in six global offices across four continents.
• 100% response to the online photo contest in all participating offices.

External Campaign 

• +30K (organic) impressions on social media for 2 video-based posts.
• 2.2% engagement rate for both videos (above industry benchmarks).
• 1.08% Click-Through Rate (CTR) for both videos (above industry benchmarks).
• Increased traffic to the client’s transparency website.