Embedding a common approach to digital
The challenge
Consumer, shopper and expert expectations had changed in the digital world, but this global consumer healthcare company hadn’t kept pace. Support was needed to ensure category and marketing teams maximise the value they deliver across decision journeys – and do so consistently across the organisation.
Crucially, in order to aid embedding, the programme needed to integrate seamlessly with the existing way of marketing.
What we did
We developed the Digital Acceleration Programme: a practical, bespoke approach to world class digital marketing for category and market teams. The programme connected the day-to-day realities of marketers with the transformational potential of digital, brought to life with inspiring examples from within and outside the business.
Over 1,400 marketers were given six content modules housed in an online website, an online social community and three coaching sessions, to help learning to be applied.
The impact
The programme developed an excellent reputation, leading to consistently high participation across all regions. This has meant that all markets have now defined ‘the how and what’ of step-changing the organisation’s digital output, and have embarked on implementing these changes.
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