BNP PARIBAS: Diversity & Inclusion Campaign

BNP Paribas was one of the first financial organisations to adopt a policy to promote diversity and prevent workplace discrimination. But after five years of celebrations, they wanted to inject some change into how the campaign was conceived and delivered. We worked in partnership with them to revive the celebration, making it more engaging, content-driven and digitally led.

This was about more than a redesign. We held research sessions with the BNP Paribas staff to understand the disengagement and to get a steer on the themes and ideas that mattered to their employees. We used these points as the foundation for the three key themes. Then we focused on engaging with innovations. The use of digital platforms was a key differentiator from previous years, with a microsite, animated content, videos, dedicated hashtag/Twitter feeds and a Blippar engagement making D&I more accessible for employees. The digital-first approach made this D&I Week the most engaged with to date, and set the foundation for further activations.

Services: Creative, Employer Brand, Augmented Reality, Competitor Analysis, Research, Social Media Strategy, Web Development

Year: 2015/2016 

4,000

Employees interacted with #DIWEEK2016

1,027

Website interactions during #DIWEEK2016

316,451

People were reached on Twitter alone