Royal Canin

Engaging employees with a new global strategy

Teaching Royal Canin employees new tricks

Client Challenge

Keeping Royal Canin as top dog

In its 50th year (or 350th year if we’re counting in dog-years) Royal Canin wanted to recognise past success, while creating a platform to launch a new five-year strategy to keep the brand as pack leader in the market.

Moment of Clarity

Employee’s didn’t understand Royal Canin’s business strategy

Unfortunately only 14% of employees understood Royal Canin’s business strategy. A surprisingly common problem, with less than 10% of all organisations successfully executing their strategy (Forbes).

Activation

Putting people at the heart of communications planning

Putting People at the Heart of Communications Planning. After completing extensive surveys, interviews, workshops and leadership engagement, Clarity built a targeting and messaging plan to focus on how to best address different employee groups.

Results

100%
OF 7,500 ASSOCIATES INVOLVED
73%
INCREASE IN GLOBAL BROADCAST UPTAKE THIS YEAR
21%
Increase in Yammer usage.
Clarity created a campaign of powerful creative moments to build engagement across 64 countries and establish a true global movement for Royal Canin. Information was structured to feel accessible, digestible and relevant to each team. Building Engagement Quickly Clarity helped launch the strategy with 200 global leaders in a highly interactive campaign called ‘Proud heritage, exciting future’.

Awards

best brand agencies London
2019
Institute of Internal Communication Awards