M&S
Employee app naming and launch
70,000 people. One internal channel. And not many of them using it.
Marks & Spencer had Yammer. What they didn’t have was a reason for anyone to care about it.
Working with my friends at MGA, we started with the name.
“Yammer” became “M&S CommUnity”, a place built around bringing people together rather than a piece of software you were told to log into.
Then a launch campaign across print and digital to give it presence on shop floors and in offices.
The results
→ Twice as many active users as the old unbranded channel → 50% more engagement with content → 50,000 views on multiple posts, two-thirds of the entire workforce
It also picked up an Award of Excellence at the IoIC National Awards.
The lesson? People don’t engage with tools. They engage with places that feel like they belong to them. A name and a voice can make all the difference.
Agency: MGA
