Uptimize!
Strategy
This was an internal communications campaign targeting more than 42,000 users across the globe. As a mandated clean-data initiative, “Uptimize!” needed to be positioned as “efficiency with a purpose” (and with a bit of fun), to get users motivated to clean up their digital workspace. Thus, the introduction of “Filey”.
The primary KPIs were amount of data-usage reduced during the launch phase, and the amount of data-storage used in the following year, compared to previous years.
Management
Due to the mandatory nature of the initiative, there were firm deadlines for communications across all channels. A change-management approach was needed. This necessitated the deployment of an ad-hoc knowledge hub on the client’s intranet, including pages, articles, FAQs, and a custom “decision tree” application for users to manage their data.
Key metrics included number of participants for the global “Clean Up Day”, click-through-rates for the decision tree, site visits, and community engagement during the launch phase.
Execution
The initiative launched with two online workshops for data-management, each having over 200 participants from seven countries.
The promotional video, which I wrote and narrated, was seen over 20,000 times with a watch-through-rate of 91%.
The amount of data reduced in the launch phase (first three days) was more than 80TB, averaging 3.3gb per user (based on 24,000 global voluntary signups for the Clean Up Day competition). “Filey” merch was awarded to the top 10 data-reducers.
