Social media awareness campaign
Design Effectiveness Bronze 2013
increase in employee awareness
Opening up to Social Media
Social media is an integral part of National Grid’s new approach to communications and customer service, driving improvements in experience and brand reputation by opening up internal access to all staff. National Grid wanted to improve their engagement with the external world, supporting employees who want to build relationships with stakeholders and customers. Opening up social media attracted massive levels of nervousness, particularly from National Grid HR and Legal teams, who were concerned about the level of potential negative online behaviour that may ensue.
We created two social media campaigns, both with corresponding animations, targeted at both staff and managers, explaining the benefits of social media within their roles – helping them engage with the external world, and supporting employees who want to build relationships with stakeholders and customers. Our unique illustration style and kinetic typography created an engaging and successful campaign with no breaches to date. View our animations for employees and managers.
“Receiving a Design Effectiveness Award for National Grid’s ‘Open Up to Social Media’ campaign was fabulous. The team at WPA gave us something that really conveyed the story we wanted to tell our employees. This and the rest of the awards WPA receive are well deserved.”