Finalist
Heartbeat 2015 Campaign
by AstraZeneca
Summary of work
Heartbeat is the only monthly video-led global communications channel designed to build belief and understanding among AstraZeneca employees about its corporate strategy.
In 2015, objectives included:
- Driving return on investment by increasing unique views by 10% on baseline (12,000 views per edition), while reducing cost by 33%
- Building awareness and engagement around strategic priorities and therapy areas
- Expanding its reach, value and interactivity.
Objectives were met by launching special therapy area editions consisting of educational animations, leader interviews, scientific insights and patient stories; and supported by interactive social networking, levering collaboration between teams and closely aligning with related activities.
Results were measured through:
- Increased number of employees who opened emails - (1,180,460 unique opens)
- Increased number of video views (151,316)
- Cost reduction of 33% on 2014, leading to ROI of £2 per employee per year
- More requests for videos to be reused internally (136)
- Increase in understanding of business strategy - 7% points above global high performing norm level at 95%
- Increase in belief of business strategy, up 3% points to 89% - in line with GHPN and 6% points above pharma norm level
- Increase in social media usage.
Judges’ comments
This was a campaign with strong commercial objectives linked to clear, sustainable tactics that delivered good outcomes. A really solid piece of internal communications work.
