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#TY

#TY is a social media campaign encouraging expressions of gratitude, to be sparked by advertising leader McCann Worldgroup Philippines

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#TY is a social media campaign that aims to make expressions of gratitude go viral--not as a trend, but as genuine, sincere, authentic, heartfelt, and sustainable means of appreciating those we work with and who make work more meaningful for us, every single day.

It will leverage on the expertise of the Philippines's largest and leading integrated marketing communications agency (with a digital discipline that has won Digital Agency of the Year five years in a row), to spread gratitude where it matters most: first, in the workplace; next, to external partners and clients; and next, to anyone who has a social media account that may be inspired by these expressions of gratitude.

Idea Title

#TY (by McCann Worldgroup Philippines)

How the Idea will inspire the experience and expression of gratitude within an organization.

The campaign will inspire the EXPERIENCE of gratitude, when McCann employees unexpectedly see themselves being thanked publicly or on social media, for their genuine qualities that make work more meaningful for those around them.

It will, in turn, inspire even more EXPRESSIONS of gratitude when these employees are prompted to "thank-it-forward", or when prompts are released to encourage employees (and the social media public) to thank different people in different areas of their lives. (Example: "Thank and tag those who helped you beat a major deadline this week. In what ways are you grateful for them?")

We will leverage on our experience in creative storytelling to make this go viral!

Who are you innovating for?

INTERNAL: Our own colleagues in McCann Worldgroup PH: Around 300 people from various backgrounds and disciplines who work in a cutthroat, time-starved, high-pressure industry that demands creativity and agility 24/7, where people rarely have the time to express gratitude to others, but where gratitude can go a long way. Especially the ones who work in the background without any fanfare.

EXTERNAL: Partners, clients, fans, and even potential employees who may be inspired by McCann's work

What type of workplaces are you innovating for?

- Location: Manila, Philippines
- Organizational size: Around 300 full-time, project-based, and freelance staff; also including service staff (e.g., security guards, cleaners, service staff, etc.)

McCann Worldgroup Philippines is the largest and leading integrated marketing communications agency in the Philippines, and is part of the 23,000, 120-country-strong McCann Worldgroup network around the world.

How you envision the Idea being introduced to your selected organization?

Every year, McCann in the PH mounts "McGratitude," a Christmas activity where the faces and names of each employee are posted on the office walls and everyone is encouraged to post sticky notes with thanks and affirmations. "#TY" will be the online extension of this on-ground office ritual, and will encourage expressions of thanks online through regular prompts.

1. For the kick-off, #TY will be company-led and will be done with the launch of McGratitude in 2017. It will begin with McCann PH's official social media accounts and will spread to management, then out to the rest of the company
2. The campaign will also engage followers and external audiences, prompting them to use #TY

What obstacles, if any, do you foresee in implementing this Idea, and how would they be overcome?

1. How to cut through from the holiday clutter - Use engaging copy, graphics, GIFs, or short videos to stand out and inspire people to get into the gratitude vibe
2. How to involve even those who are not active on social media - Use the "analog" McGratitude walls as our offline component, and make sure that the McGratitude walls and #TY feed off each other
3. How to engage those outside McCann - Leverage our skills in digital marketing and creative storytelling to inspire others to join #TY

How will you test and prototype your solution?

1. Test by doing it! Start with the official McCann Worldgroup Philippines social media accounts, involve our leadership team, then cascade to the rest of the organization
2. Get support from our Social team to make our prompts and our content inspiring, shareable, memorable, and actionable!

What immediate next steps will you take if you receive an implementation grant.

Some ideas:
1. Develop a larger campaign that can go nationwide, in partnership with some of our client brands
2. Roll out the campaign to other McCann Worldgroup offices worldwide
3. Document the process and results, and create a case video that can be shared with other markets, to inspire even more gratitude-fueled campaigns

At what stage of development is your Idea?

  • Research & Early Testing: You are exploring an idea, gathering inspiration and information needed to test it with real users.

Please describe from where your Idea emerged

From an internal brainstorming session, facilitated under the Chief Gratitude Officer program

Tell us about yourself

TEAM LEAD: Nina Terol - Director for Corporate Affairs; part of the Chief Gratitude Officer cohort

IDEA LEADS:
1. Colin Signio - HR Executive
2. Alfred Lucot - Digital Media Planner and Analyst

OTHER WORKSHOP MEMBERS:
Daisy Fernandez-Ycasas - HR Head
Shee Mata - HR Executive
Nannah Tobias - Associate Managing Partner
Sonia Pascual - Associate Planning Director

Where are you / your team located?

Manila, Philippines

Please describe your legal and organizational structure

Corporation

Company / Organization Name

McCann Worldgroup Philippines

Website

https://www.mccannworldgroup.com/

Tell us about your experience

Nina Terol - Aside from heading corporate affairs for McCann Worldgroup Philippines, the largest integrated marketing communications agency in the PH, is also co-founder and Chief Fireball of Kick Fire Kitchen, her entrepreneurial team of motivators, idea catalysts, and culture builders who work to inspire passion, creativity, collaboration, and innovation and individuals and teams. Has over 18 years of communications experience, including design, media, the academe, and startup mentoring

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