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Anyone for cheese? How DIY movie trailers helped us sell our new intranet

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Page 1: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

Anyone for cheese?How DIY movie trailers helped us sell our new intranet

Page 2: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

• 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

Page 3: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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!

Page 4: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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

Page 5: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

How we did it – the stars

• Get people you can trust

• Be very clear on requirements

• But be ready to improvise

Page 6: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

How we did it – the cheese

• No budget means low production values

• Embrace the cheese

• Make it a virtue!

Page 7: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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

Page 8: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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.”

Page 9: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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.”

Page 10: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

Would we do it again?

• Yes!

• But need to keep the audience guessing

• And keep measuring impact

Page 11: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

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

Page 12: Anyone for cheese? How DIY movie trailers helped us sell our new intranet | Creative internal comms campaigns | Internal Comms Group | 18 January 2018

Internal Communications Group

Creative internal

comms campaigns

18 January 2018

London

#CCinternalcomms

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