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Culture Cloud User Engagement Campaigns
Project type
Strategic Communication Framework & Multi-Channel Campaigns
Role
Strategy Lead, Product Manager, Creative Director
Team credits
Kelli Zippro, Errin Pedersen, Eric Comstock, Kyle Iman, Krista Welch
Fortune 100 and 500 companies use O.C. Tanner's Culture Cloud platform to enable easy, everyday employee recognition across their organizations. In 2023, we reimagined and rebuilt the platform's user communication strategy with the goal of more precisely targeting our 14 million users based on their past activity.
I led the development of the strategic framework, creating and gaining support for new objectives, benchmarks, vision, and user personas. One of our primary goals was to define success beyond open rates and clicks. While those metrics can tell us our channels are working, we aimed to deepen understanding of the WIIFM (what's in it for me?) of recognition at work over time—ultimately establishing habits and amassing loyal users of our tech. In addition, I helped develop content strategies—based on user research—for the first campaigns that were tested as proof of concept.
Clients that deployed at least one new platform user campaign saw a 42% increase in unique users giving recognition and a 40% increase in the total recognition given (average, year over year). Take a look at one of our most popular campaigns.
