COMMUNICATING STRATEGY WITH PURPOSE
With an army of loyal customers, huge momentum and a rapid growth plan, Screwfix needed to communicate the next stage of their business plan to their people. With the majority of teams in customer-facing roles they needed a big idea to help them reach the front line and guarantee their people would feel informed and involved in the next chapter of the Screwfix story.
We know frontline teams can be the most difficult audience to reach. Using that insight, we devised a campaign built around Screwfix people, knowing they would be best placed to deliver the strategy messages in a tangible way and make sure employees would buy-in to the business growth plan. It led to our big idea, Screwfix Faces, a nationwide campaign using Screwfix people as ambassadors, storytellers and cover stars of a print and digital campaign that would become talked-about within the business.
With a large amount of information to convey, we began by creating a campaign tone, look and feel to simplify five key messages and allow the campaign to stand out from existing communications. Screwfix Faces was rolled out in-store, across contact and distribution centres, at employee events and Head Office in 2018 and as a result of our proposal, elements of the Screwfix Faces campaign are also being considered for use across marketing and advertising channels.