Project Title: Employee Generated Content Campaign
BACKGROUND
Kuehne + Nagel is a global freight and integrated logistics powerhouse headquartered in Switzerland, with 74,000 staff in 1,300 locations and 100 countries. K+N is so big that international communications are a mammoth daily undertaking.
BRIEF
In an effort to boost brand communications, the marketing department in the group’s regional Singapore office engaged Click2View to help K+N become better storytellers. The brief was simple: Improve K+N’s in-house marketing capabilities and effectiveness by teaching their internal team how to be storytellers.
RESPONSE
Click2View’s started by pulling together employees from various departments within the organisation to hold an in-depth training seminar. The full-day session was designed to give the in-house team a crash course in multimedia storytelling, covering everything from initial story ideas to self-publishing.
Click2View’s professional journalists and director of photography kicked off the session with a storytelling theory workshop, followed by a technical training and post-production course, including a session showing how to piece a story together through editing.
The goal was not to teach the team how to use professional equipment, but how to use any device to tell a story.
Click2View rounded off the day by giving the students a printed workbook with lesson guides and also supplied basic audio recording equipment so the ‘students’ could go ‘into the field’ and create their own content after the course.
OUTCOME
The project was a huge success. It led to a ‘train the trainer’ knock-on effect where the students that day went onto becoming trainers within K+N themselves.
Many students were sent to other offices – in Vietnam and Tokyo – to conduct training sessions for other colleagues. They used Click2View’s training workbook and teaching methods, which continue to be used today, creating an ongoing training standard for storytelling throughout K+N.
The feedback from the client was excellent. “Click2View’s workshop was the perfect solution for cost-effective video content creation at Kuehne + Nagel. At first, I wasn’t sure they could turn me and my colleagues into independent filmmakers, but they managed it with a combination of theory and practice that demystified the production process from scripting and storyboarding right through to shooting and editing. I now have an entire team of in-house video producers creating authentic stories from inside Kuehne + Nagel, with ongoing support and mentorship from our partners at Click2View.”
Nikki Taylor, Head of Marketing Communications, South Asia Pacific, Kuehne + Nagel
