After helping George launch their new talent brand alongside their change in organisational structure to a Mission Based Organisation, we wanted to bring their new visuals to new audiences. We wanted to tell the many different stories of the people who had benefitted from the MBO across all different levels of roles. 

We brought together three narrative components: George as an MBO (Mission Based Organisation), Joy Filled Design (the philosophy at the heart of the George brand), and Reimagine Retail (the Asda talent brand proposition) to launch the George employer brand story. There was also a desire to empower colleagues, giving them a voice so we created the opportunity for colleagues to talk about opportunities filled with joy at George across social channels. From audio-based animations of George colleague soundbites to more in-depth interview content, we showcased the new George consumer brand visual identity. A structured content plan helped deliver a multi-dimensional story in a clear and coherent way while also measuring effectiveness from the get-go.

Celebratory, diverse, vibrant and surprising - the consumer look and feel translated perfectly into the employer brand space to give George a voice and presence that they needed.

The success of the campaign created a great foundation to build further social content strategies for George.They were also able to engage a wider range of talent and a different breed of talent.