To determine the message content and channel strategy we conducted one-on-one in-depth interviews and ethnographic research across a broad cross-section of employees. Our research highlighted that the brand values were deeply internalised; however, what was needed was more initiative taking and a greater sense of responsibility over actions taken. Building on the leadership pillar of courage, we wanted the employees to inspire new ideas and motivate their colleagues with new possibilities.
‘The Navigation to a Brighter Future’ Campaign was built on the principle that each and everyone must guide themselves and their fellow employees to success; a leader is only as successful as her team. The compass was created as the metaphor for this story.
One of the major obstacles to the adoption of ANY kind of change is fear and uncertainty of the unknown. With this concept, not only did we emphasize that there was a way forward, but that Avon will help to provide the tools and support needed to do so.
The leadership model was well received across various employee segments and the desired adoption of the internal leadership model was achieved.
” We worked on Avon’s new Leadership Model launch with BrandSeers. I strongly believe we identified a strong positioning. The strategically-conceived and creatively-executed identity and communication tactics assisted in creating long lasting impact. The ethnographic research conducted by BrandSeers allowed them to craft messages and tactics targeted to our employees helping them internalize the new brand values. So far we have conducted many initiatives to promote the new leadership model based on BrandSeers’s recommendations. Since our effective launch we have been seeing great positive change in our brand culture.”
HR Manager, Avon Turkey