Best use of digital media in internal communications Article icon


Castrol Camera Challenge


Agency: Avvio

With evidence suggesting that a workforce that understands its company vision and purpose is happier and more productive, Castrol launched an internal campaign to connect staff with its purpose: Keeping the world moving.

Castrol employs more than 7,000 people across 44 countries, ranging from engineers and technologists to business managers and analysts, who work in offices, labs, by the race track and on the shop floor. The global lubricant manufacturer wanted to avoid a traditional broadcast approach and promote a conversation.

To build a sense of passion and pride in the business by celebrating the individuals that make up One Castrol, the internal communications team invited staff to demonstrate how they helped Keep the World Moving. They were invited to create videos of that brought their contributions to life. It was one of the first times that Castrol used digital for an internal campaign.

A Yammer group was set up, and the Castrol Camera Challenge was promoted via emails, digital screens and Intranet and also through posters. Once competitors uploaded their entries, they were tagged and the challenge began. Colleagues could comment, like and share entries. Spot prizes were introduced to incentivise people to get involved.

Industry data revealed that two per cent engagement with this type of campaign constituted success. As a newcomer to a digital campaign, Castrol set itself a two per cent target. In the event, the campaign generated ten per cent engagement.

All told, 32 videos were uploaded, including one from Sir Ben Ainslie, who saw the challenge at a Castrol corporate event, which were viewed more than 700 times. More than 300 comments were recorded on Yammer, and the videos were liked and voted on more than 1,000 times. The competition also generated more than 1,100 page views on the company’s Intranet.

‘This was engaging, two-way communications with great user-generated content,’ said the judges. ‘It really achieved its results, particularly from a standing start on social media.’