Campaign details
Brand: METROAgency: Ruder Finn China
Summary
METRO, a leading international retail company, with over 12,000 employees in China, faced a massive internal communications challenge. Ninety percent of employees work in stores, warehouses or in logistics, with limited access to emails and intranet, making it difficult for corporate messages to reach them efficiently and conveniently. At the end of 2015, the in-house PR team established a WeChat Enterprise Account (WEA) for internal communications, but, after one year fewer than half the employees were following the account (5,590 by end 2016) and the average viewership was low....