Just like chocolate, Hershey recognises that people consume information in different ways. They wanted to help colleagues find the right channels for them, and make the content across their channels more consistent – the same news just sliced differently depending on the format.
They also wanted to mix up business messages with employee-generated content via comments, blogs and articles.
The Daily Crunch provides fresh news every morning, Homemade is the local, sociable, talk of the town.
Our campaign celebrated the diverse ways of communicating – from quick bites to in-depth articles.
Lowes Manhattan was looking for ways to become more customer focused and turned to their intranet as a platform for sharing customer stories.
They created ‘Customer Care News’ - a window into the customer experience.There were plenty of fun teasers to shift away from the ordinary.Our full-channel launch included emails, posters, banners and videos to show Hershey’s people how to find, use and contribute information.Effective campaigns don’t always need big budgets and elaborate design.Making the most of available resources can also deliver exceptional results.Hershey’s iconic plume was rightly front and centre.Each channel was given a name that reflected the type of content and style of communication the employee would encounter.85% of Hershey’s people have said that The Plume has made it easier to find relevant news and information (feedback has been so good it’s made us blush).And there’s more to come, including a new podcast launching later this year. As the news spread it was fantastic to hear stories from behind the scenes through our network of employee reporters, aka Hershey’s ‘citizen journalists’. We saw an increase in open and read rates, and high engagement with the channels.The community of employee reporters continues to grow.