Success Stories
What was the marketing problem we were trying to solve?
When the pandemic started in 2020, Moser, like many companies, had trouble with employee engagement. Everyone started to feel disconnected very quickly. We realized that we all just had new co-workers, our pets! And we wanted to share them with our old co-workers, each other. We asked people to share pics on our internal slack channel of their ‘unintentional’ new co-workers. Whether it was a nosy kitty who keeps interrupting work or a dog who violates the 6-foot barrier of a home office, or some cute fluffers who want to see what's up on a zoom meeting. The response was immediate and long lasting. The photos flooded in and we picked several every week to share with the company and the world over social media. We created photo posts of our new co-workers in organic Facebook and LinkedIn campaigns.
Co-Worker of the Day Social Media Campaign
This campaign won an award from the American Marketing Association for Social Media Excellence!
Creative and Strategic Factors:
We wanted the creative to be simple and not get in the way. Each little critter got to be a star for a day with a large picture and a badge designating them as co-worker of the day. The badge was the same on each post, tying the whole thing together and creating expectations for future posts. Our employees enjoyed sharing them with friends and family, and with each other over Facebook and LinkedIn. It showed our company's softer side - pun intended. We also used it to cross-promote our events. For instance, we had a learning webinar taught by one of our consultants, and that week we featured his pet and joked that you might see the kitty on the webinar. We also tied it in to the State Governor's efforts to bring people together in the pandemic through #inthistogether.
Outcomes:
Response from employees, partners, clients, and friends were overwhelmingly positive. Everyone loved meeting our fluffy co-workers. We made posts from April 1 to June 30, 2020. 45 posts were made to LinkedIn, resulting in 20,030 impressions, 359 clicks and 611 likes - all organic. Followers of our corporate LinkedIn page increased by 359. Our Facebook push had similar success with 45 posts resulting in 10,247 reach, 453 clicks, and 913 reactions - all organic as well. Once we started sharing co-workers on Facebook and LinkedIn, the marketing team was constantly contacted by employees asking when their animal would be featured. We created fun and humor in the new environments we found ourselves in. Even if we hadn’t worked with select team members prior to 2020, we were able to take a look into their lives and learn more about them, make connections, and start conversations that may not have been started prior to lockdown.
Excellence Factor:
The greatness of the campaign is in the light hand with which it was executed. Corporate branding was light, and the animals were clearly the star. The goal was to enable everyone to share something about what was happening in a way to help deal with it. This was also something to surprise our staff and not be so serious and "techy." We wanted it to be something fun, engaging, and a way we could all learn a little bit more about each other. Since we were all working from home, many employees also adopted new pets and it was a way to showcase these "new family members." In the end, our staff got to know each other more than if we were sitting in the office next to each other. Our clients, partners, and vendors also got to know us better and it put a soft edge on our company and all of our people. Moser Consulting generally has high employee engagement and low turnover rates, but this campaign gave us even more engagement from those who don't always participate.