We are a communications and design agency based in Milton Keynes. Creating original and innovative content across print and digital for brands such as Amazon, Currys PC World, Nike, and Shell.
Our Experts Love – Imaging.
“Product reviews from a voice colleagues can trust.”
Learning and development campaign, editorial, design, social media, digital
The challenge
Dixons Carphone colleagues were responsible for selling a huge range of products in store, but relatively few had the opportunity to spend proper hands-on time with those products and really understand them.
An upcoming learning campaign around cameras presented the ideal opportunity to change that approach.
Our solution
We put cameras directly into the hands of ten colleagues and asked them to share their experiences with the rest of the business. To generate excitement around the campaign, posters were created featuring the testers, introducing them to colleagues and encouraging people to follow what they were doing.
The campaign extended across social channels including Twitter, Instagram and Workplace by Facebook, giving the testers different ways to share photographs, updates and their experiences using the cameras.
We also ran a video workshop with the testers, showing them how to produce engaging vlogs about the products.
Those different channels then drove colleagues towards the Learning Management System, where the testers’ vlogs, photographs and reviews were brought together.
Finally, the campaign fed back into the printed learning. Quotes from the testers and photographs they had actually taken with the cameras were used as part of The Plug, making the colleagues themselves an integral part of the finished learning material.
Booklet artwork
“Free cameras, with one caveat – they had to review it.”
The outcome
Getting the products physically into colleagues’ hands helped create in-store advocates who could talk to customers about the cameras from genuine personal experience rather than simply repeating product information.
The approach proved useful beyond this particular campaign and was subsequently replicated across other Dixons Carphone learning campaigns, creating product testers and champions for other product ranges.
Imaging postcard gallery
Other work.
