Global HR capability building

A global organization needed to upskill 8,000 HR associates to deliver the pillars of its HR strategy and engage directly with leaders. The content was strategy and compliance material. The rollout ran for six months. Nothing about that combination naturally holds attention, and the risk was a well-built site that nobody returned to after week two.

We built an interactive engagement and learning site and released content into it in sequence rather than all at once, pacing the release against the strategy pillars. Teaser trailers went out ahead of each release. Interactive learning videos carried the substance. Around them sat online games, physical role-playing games and competitive team-based gameplay tied to whichever pillar was live.

The competitive element was deliberate: it gave associates a reason to come back that had nothing to do with compliance, and gave teams a reason to talk to each other about the material between releases.

Across the six-month campaign, the five online games were the most interacted-with elements on the entire site — ahead of the videos and the reference content. More than 20 videos were released alongside them, and the periodic release schedule sustained engagement across 8,000 associates for the full duration rather than front-loading it into the launch week.