Back to Case studies

M&S X GRAPHIFIERS

Brand

Marks & Spencer

Project Type

Product Launch Campaign

Timeframe

3 months

Country

India

About

Marks & Spencer (M&S) India embarked on a digital transformation of its internal HR system by introducing a new Human Resource Information System (HRIS). While the backend infrastructure evolved, the platform retained its familiar name: MyHR. The challenge was clear – to drive internal adoption through strategic communication while ensuring minimal disruption and maximum engagement.

Challenge

Communicating a significant backend transformation to a diverse employee base required thoughtful storytelling and creative execution. M&S needed to:

Simplify complex system changes for all employees
Design a relatable and engaging campaign
Build awareness, encourage adoption, and reinforce continued engagement

Communicating a significant backend transformation to a diverse employee base required thoughtful storytelling and creative execution. M&S needed to:

Simplify complex system changes for all employees
Design a relatable and engaging campaign
Build awareness, encourage adoption, and reinforce continued engagement

Objective

We partnered with M&S to develop a comprehensive change management communication campaign that would:

Humanise the system with a friendly, brand-aligned mascot
Educate and engage employees through a mix of static, animated, and video formats
Guide behaviour change with a three-phase communication rollout: Awareness, Adoption, Reinforcement

We partnered with M&S to develop a comprehensive change management communication campaign that would:

Humanise the system with a friendly, brand-aligned mascot
Educate and engage employees through a mix of static, animated, and video formats
Guide behaviour change with a three-phase communication rollout: Awareness, Adoption, Reinforcement

Execution

From Concept to Reality

MyHR Mascot Development- The MyHR communication strategy centered on creating a friendly mascot to represent the new HR system. This involved exploring different names and looks for the mascot before it was used in all communication materials as a welcoming symbol of the system updates.
Multi-Format Content Creation-M&S India employed a multi-faceted visual communication strategy to introduce their new HR system to employees. This included branded introductory and how-to videos, supplemented by emails and posters highlighting the system’s benefits and engaging reminder images.
Change Management Communication Strategy- The change management communication strategy for the new MyHR system involved three phases: an awareness phase using teasers and the mascot, an adoption phase providing educational content and guides, and a reinforcement phase maintaining engagement through updates and support.

From Concept to Reality

MyHR Mascot Development- The MyHR communication strategy centered on creating a friendly mascot to represent the new HR system. This involved exploring different names and looks for the mascot before it was used in all communication materials as a welcoming symbol of the system updates.
Multi-Format Content Creation-M&S India employed a multi-faceted visual communication strategy to introduce their new HR system to employees. This included branded introductory and how-to videos, supplemented by emails and posters highlighting the system’s benefits and engaging reminder images.
Change Management Communication Strategy- The change management communication strategy for the new MyHR system involved three phases: an awareness phase using teasers and the mascot, an adoption phase providing educational content and guides, and a reinforcement phase maintaining engagement through updates and support.

Results

The campaign delivered compelling results:

Significant number of employees reported improved clarity and accessibility in communication materials.
Increased adoption rate of the new MyHR system within the first month across all departments.
Substantial increase in employee trust towards organisational change processes, as per internal surveys.

The campaign delivered compelling results:

Significant number of employees reported improved clarity and accessibility in communication materials.
Increased adoption rate of the new MyHR system within the first month across all departments.
Substantial increase in employee trust towards organisational change processes, as per internal surveys.

M&S X GRAPHIFIERS

About

Challenge

Challenge

Objective

Objective

Execution

Execution

From Concept to Reality

From Concept to Reality

Results

Results

More case studies

.

More case studies

.

DESIGNING AMAZON A+ CONTENT FOR BETTER CUSTOMER DECISIONS

M&S X GRAPHIFIERS

KFC X GRAPHIFIERS

Goibibo X Graphifiers

Let's talk!

LET'S TALK!