Corporate social responsibility

An employee CSR campaign using digital social tools and techniques

The brief

Bring employees together with a website to facilitate fundraising for a CSR campaign:

  • Our client wanted to repeat the success of a previous employee engagement strategy with a corporate social responsibility programme, fundraising for children’s charity Operation Smile.
  • There were two objectives: to raise money and bring employees from across the Europe, Middle East and Africa region together for the cause.
  • The challenge was to provide a website that was accessible and engaging to everyone, showcased how people were getting involved and gave a snapshot on fundraising progress.

Our approach

A fun and engaging website with social media tools to get the employees talking:

  • We agreed we would encourage the users to collectively walk across the EMEA region while raising money in the process.
  • The homepage of the site would automatically change to reflect that progress – generated by the user inputting the distance they walked.
  • To help explain the concept, we created two fun website video animations depicting the leadership team– including one powered by the users’ scroll.
  • The majority of the site was powered by user generated content using social media tools, including a microblog, events, photos and comments.
  • We developed both a mobile and desktop version, so users could share their fundraising activity on the move.

The result

A fun and visual site that’s updated users each day:

  • 80% of the target audience signed up to the site and shared their fundraising activity.
  • Photos proved the most popular functionality, with 100 uploaded on average every month.
  • The project set a benchmark for the company worldwide – with other regions calling out for similar campaigns.

"In working to create an interactive website for to engage our employees, Content Formula has been an integral partner in not only coming up with creative web solutions, but also adding to the concept of engagement and change management. After having collaborated with Content Formula the last three years, they have been a highly trustworthy partner."

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