METRO Calendar connects every employee on WeChat

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Campaign details

Brand: METROAgency: Ruder Finn China


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....

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