Motivating a global family for C&A

Challenge: Engaging stakeholders

iphone_6plus background
The background

C&A is a global retailer of affordable fashion operating across Europe, South America and China. Recognising the brand’s predominantly female workforce, supply chain and customer base, the C&A Foundation wanted to engage staff in its philanthropic activity supporting women’s charities around the world.

In 2016 we trialed the Inspiring Women campaign across South America and China. In 2017 we invited the rest of the C&A global family to join in.

The brief

Our challenge was to devise and implement a campaign to engage time-poor staff, at all levels in the organisation, in a global act of gratitude and charity. This had twin ambitions: to raise money for virtuous causes; and to enhance the perception of C&A as a responsible employer and a positive place to work.

Logistical and technological hurdles to overcome included: inconsistent speed and coverage of national data networks; varying levels of smartphone use; integration with different social networks; and the need to deliver shared and country specific content in over 20 different languages.

What we did

  • Theme and mechanic development
  • Logo and campaign identity design
  • Design and production of campaign toolkits
  • Technological audit and research
  • Website architecture and UX design
  • Responsive web page visual design
  • Front-end and back-end development
  • Content population
  • Live campaign support and technical helpdesk

Collaborators

  • Campaign development: Philanthropy in Action
  • Web development: Evil Donkey
  • Video: Tonic Productions
The background

C&A is a global retailer of affordable fashion operating across Europe, South America and China. Recognising the brand’s predominantly female workforce, supply chain and customer base, the C&A Foundation wanted to engage staff in its philanthropic activity supporting women’s charities around the world.

In 2016 we trialed the Inspiring Women campaign across South America and China. In 2017 we invited the rest of the C&A global family to join in.

The brief

Our challenge was to devise and implement a campaign to engage time-poor staff, at all levels in the organisation, in a global act of gratitude and charity. This had twin ambitions: to raise money for virtuous causes; and to enhance the perception of C&A as a responsible employer and a positive place to work.

Logistical and technological hurdles to overcome included: inconsistent speed and coverage of national data networks; varying levels of smartphone use; integration with different social networks; and the need to deliver shared and country specific content in over 20 different languages.

What we did

  • Theme and mechanic development
  • Logo and campaign identity design
  • Design and production of campaign toolkits
  • Technological audit and research
  • Website architecture and UX design
  • Responsive web page visual design
  • Front-end and back-end development
  • Content population
  • Live campaign support and technical helpdesk

Collaborators

  • Campaign development: Philanthropy in Action
  • Web development: Evil Donkey
  • Video: Tonic Productions

Indifference obliterated

972,390

Raised for NGOs to support women across the world

63

Average participation rate vs a Fortune 500 benchmark of 21%

29,759

Total participants all thanked a woman that inspired them

Indifference obliterated

972,390

Raised for NGOs to support women across the world

63

Average participation rate vs a Fortune 500 benchmark of 21%

29,759

Total participants all thanked a woman that inspired them

Pulling an emotional trigger

The campaign mechanic involved participants publicly thanking a woman who had inspired them and sharing their story on a bespoke campaign website. This triggered a donation to their chosen NGO.

Pulling an emotional trigger

The campaign mechanic involved participants publicly thanking a woman who had inspired them and sharing their story on a bespoke campaign website. This triggered a donation to their chosen NGO.

Putting the participant first

To encourage participation we leveraged existing social behaviours – grab your phone and share a selfie, write a short comment, tap on a box to vote – what’s not to enjoy.

Putting the participant first

To encourage participation we leveraged existing social behaviours – grab your phone and share a selfie, write a short comment, tap on a box to vote – what’s not to enjoy.

Finding a shared language

The campaign had to work for thousands of C&A employees across twenty six countries. Speech bubbles and retail swing tags provided the global recognition required.

Finding a shared language

The campaign had to work for thousands of C&A employees across twenty six countries. Speech bubbles and retail swing tags provided the global recognition required.

Slow doesn’t mean no

Designed mobile first – we developed the technology to be as bandwidth friendly as possible – so that slow connections, in territories such as Brazil and Mexico, were no barrier to participation.

Slow doesn’t mean no

Designed mobile first – we developed the technology to be as bandwidth friendly as possible – so that slow connections, in territories such as Brazil and Mexico, were no barrier to participation.

Behind the scenes

We created bespoke technology to allow participants to share their stories and vote. We automated the moderation process to keep the campaign free from obscene or offensive material. We also developed a bespoke dashboard to provide real-time campaign management information to the C&A Foundation team.

Behind the scenes

We created bespoke technology to allow participants to share their stories and vote. We automated the moderation process to keep the campaign free from obscene or offensive material. We also developed a bespoke dashboard to provide real-time campaign management information to the C&A Foundation team.

Brand integration

Everything was delivered within the bounds of the C&A visual identity and online guidelines.

Brand integration

Everything was delivered within the bounds of the C&A visual identity and online guidelines.

What happens next

After two record-breaking years, we are hard at work developing the campaign identity and technology platform for 2018. Come back and see the results in late summer.

What happens next

After two record-breaking years, we are hard at work developing the campaign identity and technology platform for 2018. Come back and see the results in late summer.

Do you need to inspire and engage your staff?
Get in touch