The challenge: Westpac needed to find a way to make its staff, partners and their family members feel empowered and confident to both bank with and recommend the group to others, overcoming the challenge that many employees and contractors were unaware of the benefits available to them, so could not act as true brand advocates.

Results:
148% increase in nominations for family members to benefit, driving advocacy.
95% of employees and followers reached by campaign Yammer posts alone.
346% increase in banking benefits page visitations.

What we did: We took Westpac’s campaign message directly to a large internal audience with a roadshow focused around a simple idea: the water cooler as a central conversation piece. Over 1,200 locations across the WBG network received branded cups, collateral and menu cards, as well as fresh produce and fun recipe suggestions, all linking to hero employee benefits. Larger locations also received live, staffed activations to drive reach, conversation and engagement. Amplified through internal digital channels including intranet and messaging platform Yammer, and supported by a host of informative marketing collateral, Westpac described the initiative as “a powerful and positive experience.”

Read more

Read less