Global roll-out of requirement for omnichannel campaign for prioritised brands in key markets.
Cross-functional capability gaps and new local digital excellence lead in each country creating a broad range of campaign development quality.
Extended roll-out to further markets planned.
Uptake Strategies designed an impactful series of combined capability and live-action virtual working sessions with each cross-functional country brand team covering the following elements:
1. Persona development and usage (building from segments)
2. Campaign objective and measurement plan (using a specific pan-industry model)
3. Behaviour shift mapping to drive key message sequence then content then channel sequencing
4. Action and governance planning to initiate campaign plan
First simple but impactful omnichannel campaign created for key markets.
Involvement of the full brand cross-functional team.
Capability enhanced as well as realising concrete deliverables that teams can build on for future omnichannel campaigns.
Measurement and ongoing monitoring included as a core part of the campaign.
Uptake Strategies enabled each country and prioritised brand team to:
enhance team capability whilst executing a campaign to drive business
work as cross-functional team to deliver their first omnichannel campaign
bring ongoing iteration and monitoring into standard way of working as a brand team
consider how planned tactics and deliverables can become part of omnichannel campaign