MERCK
MDIGITAL COCKPIT
Peek inside the project!
Strategy
The MDigital Cockpit was a communications campaign within an even larger comms initiative at Merck called “Xperience MDigital.” The IT tools within the cockpit were designed to help power-users and admins to better manage their M365 teams, guest users, and owned pages/content. For the global rollout, Merck required expert communications management. The campaign required collaboration with SMEs in IT and stakeholders on the ground, to implement and communicate the desired benefits of the new tools.
The primary KPIs were number of M365 teams reduced, number of M365 guest users reduced, and amount of SharePoint data reduced within three and six months after launch.
Management
The comms campaign required a change- and issues-management approach, with routine adjustments and revisions throughout.
Primary tactical communications included copywriting in emails, the “Digitally Yours” newsletter, and long-form articles on Sharepoint. They also included a new CMS site to act as a knowledge-hub, animated videos for promotion and learning, webinars, and feedback surveys.
Key metrics included number of visitors to new site during launch, pages per session upon visit, view count and WTRs on promo/informational videos, number of participants in online webinars, and CTRs of Newsletter content.
Execution
Two test-phase webinars for SMEs and stakeholders were attended by over 120 users from 5 countries.
Initial feedback surveys showed 70% approval of the new tools and 80% approval of the communications materials. Revisions were promptly implemented.
The promotional video, which I wrote, edited, and narrated, was seen upwards of 31,000 times with a watch-through-rate of 85%.
The amount of data reduced in the launch phase (first three months) was approx. 15tb, averaging a whopping 12gb per user (based on 1,250 admins and power-users). Guest users were reduced by 30% and the number of “floating” teams was reduced by 15%.