UCB “Double Your Impact” Campaign

Creating Meaningful Connections Through Shared Experiences

UCB Worldwide launched an enterprise initiative called “Double Your Impact.” The corporate direction was supported from Belgium with minimal communication, leading to a disconnect among associates that became evident following an employee engagement survey. During discovery, it became clear that the associate population had no clear understanding of what “double” meant, how it was to be measured or applied. In the absence of clear direction, the message was getting translated based upon individual beliefs and experiences. The task was to connect the dots between the enterprise direction and practical things an associate could do to “double their impact.”

Smaller, Simpler and Much More Relevant

The enterprise language was translated into digestible, interesting hashtags that could then be used on social media, internally, to help clarify and focus the associate populations. Ideas like “#twicethewow” and “#twicethelove” were used to help describe what it looks and feels like when you double your impact. These hashtags were illustrated with work hacks which were, in some cases, very specific and in others more general. 

To help socialize the concept, a Yammer campaign was launched supported by blog posts, a landing page, videos and campus signage. 

This branding has received awards at:
IABC/ATLANTA’S Golden Flame
DAVEY Awards