Accenture streamlines employee comms with ‘Good Morning Accenture’
The campaign won in the Technology-led Innovation category at The Drum Awards for Marketing Americas 2023.
Credit: Accenture
In an age of remote work and devices that allow for quick correspondence, the answer to the question, ’how do we share this information?’ is usually, ’put it in an email.’ The result however is that 730,000 Accenture team members were receiving a blizzard of emails, resulting in low open-and-click rates. There were too many messages and they were getting in the way of work
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The Brief
In this challenge, Accenture saw an opportunity to transform the way it communicates across its organization. It asked itself, ’How can we engage with our employees in a way that helps them thrive in the work they do?’
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The Idea
Introducing Good Morning Accenture: a solution that delivers the information that its people need in a single, daily communication.
To begin, it looked across the organization at the number of emails, newsletters and townhall invitations that landed in its employee’s inboxes on a daily basis. It also utilized its platform partners Workday and Microsoft to develop a highly crafted segmentation of its workforce (organizing by parameters like location, team, and so on).
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To share the information that was most valued, it set out to understand what the leaders, corporate functions, business process teams and specialty groups at Accenture needed to communicate to its people. It also used data to determine which kinds of messages employees consider to be most important.
It also wanted to make Good Morning Accenture feel truly personal. To that end, it established a consistent, fresh communication tone, used a mobile-friendly design and incorporated photos taken by Accenture employees.
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The Results
Feedback shows Accenture’s people are overwhelmingly positive about the Good Morning Accenture experience. Many commented on the ability to focus on the most important and immediate tasks. When Good Morning Accenture lands in their inbox, they can address those tasks – such as submitting a time report or completing a training course – or schedule time to complete them in the future.
Accenture saw the average amount of internal corporate email received by its people decrease by 46%. It also achieved 99.8% successful delivery rate and a 200% increase in corporate communication email click rate.
It is continuing to expand the scope of Good Morning Accenture while increasing its relevance by integrating more personalized content. Along the way, it is evaluating additional opportunities to enhance the user experience of Good Morning Accenture, as well as production efficiencies, such as the use of artificial intelligence for content creation and refinement.
This campaign won at The Drum Awards for Marketing Americas 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.