CaixaBank challenged us to develop a brand ambassadors program to train and empower its talent in order to raise the profile of corporate content shared via its social media profiles.
We designed a step-based program to enhance the digital identity of CaixaBank professionals and to increase the scope and relevance of the entity online. #BeCaixaBank began as a pilot program with the communication team and, following its success, was rolled out to various key areas of the entity. Furthermore, an online digital identity seminar was organized to train 300 professionals in the management of their online presence and a content platform was launched for ambassadors to help them and oversee the socialization of content online.
80% of participants in the pilot program optimized their profiles within the first few weeks. 1,800 publications were shared in the first year, reaching 25 million users. Their activity has also been fundamental in raising the profile of specific initiatives by the entity at key moments. The ambassadors impacted on two million users in just one month regarding the actions taken by CaixaBank to help deal with COVID-19.
"We are enormously grateful for the help, commitment and dedication from the LLYC team that accompanied us from day one of the project. Their advice and support was key to implementing the project at the company."
Digital Communication Team of CaixaBank