3 ways to build buzz: Creating a powerful campaign that drives digital enablement
Our previous Journey to digital enablement blog explained how your people can make or break a digital transformation. When we moved to implement Salesforce globally, we knew we had to excite our people about the change and the benefits it would provide — or else we would likely fail.
That’s why the next leg of our digital enablement journey focused on developing an internal campaign aimed at securing leadership buy-in and encouraging our people to truly embrace new ways of working.
Our global campaign was a critical part of our success, and the metrics showed that. For example, in the United Kingdom — despite skepticism associated with a recently failed transformation initiative — around 90% of our key internal stakeholders logged in within the first week, there were 7,750 mobile downloads within the first week and we saw a 151% increase in the value of recorded opportunities during our go-live month.
So how did we build such an impactful campaign — and most importantly, how can you?
3 steps for creating a powerful campaign
In order to create our powerful internal campaign, we focused on three key tasks:
- Building a strong foundation
We took time up front to design a distinctive campaign for our people while also aligning it to the desired outcomes of our transformation journey. We did this by:
- Creating distinctive branding: We developed a unique look and feel for our campaign that was aligned to our strategic goals.
- Using business-focused messaging: We crafted messages focused on how the transformation would help our people succeed so they would buy in to new ways of working.
- Staging the campaign in phases: We split our campaign into phases to build momentum over the journey. These phases included:
Join the movement (i.e. getting people in the car)
Make me care (i.e. getting people excited about the destination)
Help me learn (i.e. helping them learn how to drive).
2. Tailoring the campaign by key roles
With more than 200,000 people across our global network of firms, we knew a one-size-fits-all approach wouldn’t work. We needed to tailor our campaign to show our people what was in it for them.
While “It will make your life better” was our core answer, we knew the “How?” had to be individualized.
To do this, we segmented our people into key personas based on roles and provided each with tailored campaigns, including messaging around the transformation of their day-to-day activities and learning based on their level of digital maturity.
3. Focusing on leadership
The lack of leadership buy-in is one of the most common failure points for transformation programs. At PwC, our partnership model makes leadership engagement essential because the behaviour of our partners is often mirrored by everyone else. Our leadership-focused campaign was three-pronged:
- Pledge: We got our leaders to formally commit to embracing Salesforce and the changes it would bring to how they do their work.
- Accountability and ownership: We focused our communications on business value to make sure our leaders were accountable for digital enablement and took ownership of the benefits realized.
- Specific interventions: We provided our leaders with dedicated, tailored and interactive demos, in addition to one-on-one coaching from people they trusted.
Ultimately, it was the combination of establishing a strong foundation customizing our campaign by persona and focusing on leadership buy-in that allowed us to create a powerful campaign that succeeded beyond our expectations.
The next blog in our Journey to digital enablement series will showcase how we used human-centric design principles to drive change among our people.
Find out how our digital enablement approach can help you on your journey. Contact us today.
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