anyone for cheese? how diy movie trailers helped us sell our new intranet | creative internal comms...
TRANSCRIPT
Anyone for cheese?How DIY movie trailers helped us sell our new intranet
• Not much love for the old intranet
• Old-fashioned, clunky, poor search function
• New intranet promised greater interactivity, user-focussed content, and (eventually) improved search
• Limited capacity in the Internal Comms team (and elsewhere)
Our challenge
What we did
• Boosted our awareness campaign with three movie trailers
• Took simple ideas and ran with them
• Made stars of our staff
• Embraced the cheese!
How we did it – the ideas
• No brainstorms!
• Instead, let team meetings go off-piste
• Early engagement with stakeholders
• Then channel your inner auteur and run with it
How we did it – the stars
• Get people you can trust
• Be very clear on requirements
• But be ready to improvise
How we did it – the cheese
• No budget means low production values
• Embrace the cheese
• Make it a virtue!
Did it work?
Loved them 29.41%, 10
Liked them 55.88%, 19
Not bothered either way 8.82%, 3
Didn't like them 5.88%, 2
Hated them 0%, 0
Did it work?
• “Concise, amusing and visual way of getting messages across without having to read more text.”
• “Light hearted and informative. Perfect balance; we loved them :D”
• “I was far more compelled to look at a fun video than I would have been to read an update.”
• “Quirky - a nice mixture of naff with funny.”
Did it work?
• “I like the fact that they are short and snappy but I think they need to be more focused and sharper in production”
• “It did not feel like a good use of BHF staff time to film these videos.”
• “Silly, fun and to the point. Please don't over use however or they'll be just as predictable.”
Would we do it again?
• Yes!
• But need to keep the audience guessing
• And keep measuring impact
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk
Internal Communications Group
Creative internal
comms campaigns
18 January 2018
London
#CCinternalcomms
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