CONTEXT

Planning the Guest List

As part of its journey from a manufacturing and engineering firm to a world-class consumer marketing company, Electrolux needed to transform its culture and wanted every person in marketing to help lead that change. However, the marketing organization is global and spread out around the world, so Electrolux needed to figure out a way from a learning and development standpoint to raise overall fluency in key topics, drive strong engagement, and to do so in a consistent way across a distributed group of marketers.

INSIGHT

Finding the Right Ingredients

Assessments of prior learning and development programs and the impact they’d had on Electrolux shaped four key principles the final experiences would need to have: gamification, community, dynamic content, and application opportunities. Though all four were key, gamification promised to be the secret sauce that would incentivize and motivate engagement through features like a strong point system, leaderboards, participant avatars, and several competitions each day.

SOLUTION

Feasting on Learning

We developed a series of highly-engaging digital courses and multi-day immersive and experiential programs called Digital Expeditions. These experiences were designed to inspire through outside best practices and then apply collective learnings to Electrolux’s businesses and brands. Content that could have otherwise been dry and pushed aside was engaging and invited sharing and immediate application. Gamification proved to be the secret sauce we hypothesized with the CMO publicly declaring a personal challenge to end each day on the Top 10 board across all challenges.

99%

of those invited registered
for the Expedition

95%

of participants found content
to be extremely or very relevant
to business priorities

100%

of Expedition participants would
recommend to their colleagues