A rebrand and employee engagement campaign that united all employees, engaged the c-suite and transformed the business from tactical to strategic partners – with the revenue model to match. As if that wasn’t enough, it won a silver B2B Marketing Award 2018 too for Best Employee Engagement Campaign.
0% employee engagement
$ 0m in strategic projects
0% increase in maximum day rates
Quick Release, specialists in product data management for leading automotive clients such as Ford and McLaren, wanted to expand into America and engage the c-suite with their strategic service offering. To do this, they needed a powerful, clear and concise brand that all employees could confidently stand behind.
1. Brand Strategy
First the foundations. Customer and employee surveys and interviews, stakeholder workshops and market insight informed the brand proposition, DNA, values and personality. From there came a new visual identity, tone of voice and messaging framework tailored to the target personas and their needs.
2. Employee Engagement Stage 1
With employees working remotely at client bases, they were ultimately representing the brand, so we developed a multi-channel employee engagement campaign. First, trained brand ambassadors received a secret mission via video direct mail, which challenged them and their respective teams to communicate key brand messages in the most creative way possible at the team weekend.
3. Employee Engagement Stage 2
Then came #QRToYou: a 7-week desk drop campaign championing employee-generated content. Each drop told part of the Quick Release journey, with a task for each employee, like ‘ask a family member to describe what you do’, with responses shared digitally. The engagement campaign culminated at the team weekend, where each team presented, danced, rapped and mimed their now unforgettable brand messages.
The rebrand and employee engagement programme successfully transformed Quick Release’s perception from tactical to strategic. In fact, unprompted employee-driven client upsell was noticed by the board for the very first time, and day rate margins increased by 8%.
Every employee, regardless of location, was engaged with #QRToYou, with 618 pieces of employee-generated content shared.
“We’re a complex business facing complex challenges and I’m constantly amazed by your understanding of it all. You’re brave, proactive and you care just as much as us about the success of this project.”
Rob Ferrone, Director, Quick Release