The challenge

The client reached out to d’frens looking for an HR solutions to grow the learning culture across their 19,000 pax O&G conglomerate. The concern drew from low adoption rates of their digital learning ecosystem, low visibility into the impact of various academic programs, and the lack of ownership in employees’ learning and development.

The approach

d’frens developed “ABC Learning Week” as the vehicle for introducing organizational transformation in the client’s culture. The campaign focused on on-the-floor awareness experiences, informal learning workshops formal career development workshops and experience zones which brought the learning ecosystem to over 7000 people across 10 corporate office locations across the country. A digital communication funnel point (custom app) drove buzz, engagement and registrations across the campuses.

Outcomes

Learning Week has since turned into a flagship HR event for the client over the last 4 years. Averaging 18,000 learning hours generated during the learning week every year, and a whopping 65,000+ views on Lynda.com, the event has received growing participation and engagement scores through the years. Beyond the learning culture activation, the campaign has also achieved a phenomenal advocacy of 70,000 impressions on social media as well. The scope expanded in the second and third years of the intervention to include all manufacturing plants as well, bringing 18 sites into the fold of the Learning Week.