Cadbury PurpleWorld employee microsite
The challenge
Cadbury’s global internal communications team’s remit is to inform and engage the 50,000-strong workforce based all around the world.
The solution
When we began working with Cadbury two years ago, its global-employee publication was an emailed pdf, cascaded by managers globally. We relaunched the title as a bi-monthly interactive microsite, sent to every employee as an HTML-based email teaser with links to the microsite.
PurpleWorld has a host of value-added features, such as video, audio, polls, various feedback mechanisms, ‘send to a friend’, links to other stories, areas for submissions, competitions and an archive. Sequel is responsible for the coding, editorial, design, project management, translation into five languages, setting of the translation and hosting the microsite. We also design a PDA-accessible version.
The value
The former publication averaged around 1,000 employees reading any issue. Since the launch of the bi-monthly PurpleWorld, stats tell us that some issues receive more than 17,000 unique visits globally. We’ve taken a corporate, top-heavy publication and brought it more in line with the fresh and breezy external Cadbury brand, with more opportunity for interaction. It has received Awards of Excellence in the annual CiB Awards for the past three years.
Awards
2010 CiB Award of Excellence
2009 CiB Award of Excellence
2008 CiB Award of Excellence
Working with Sequel makes my job so much easier. The team provides a great service, which takes a lot of pressure off my day-to-day working life. I trust them to produce channels that meet our objectives, and the success of PurpleWorld is testament to the fact they deliver.
internal communications officer at Cadbury
Useful links
Case studies
Anglo American
Leadership microsite.
Anglo American microsite case studySmith & Nephew
Translated interactive pdf.
Smith & Nephew interactive pdf case study