A little background

AS Watson approached us to produce 18 colleague videos to help share colleague stories from across the organisation. As we believe in always delivering ‘a little bit more’ we agreed to develop both these videos and a creative content strategy that would amplify the reach and engagement of their colleague stories across all of their social channels using a mixture of blogs and videos. A 12-month plan, with opportunities for measurement and greater awareness. Around the world. All year round.

The objectives of the campaign

Our aim was to boost engagement, elevate the AS Watson employer brand, and drive results, all while staying on time and on budget. The strategy was simple.

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Showcase real stories

Authentic stories from across the AS Watson world that build genuine connections.

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Maximise engagement

We didn’t just create videos, we built a content strategy that amplifies reach and drives social interaction.

Works globally

We co-ordinated the activity to cross time zones and languages to ensure relevance in all AS Watson’s markets.

Streamline execution

With clear interview structures and easy-to-use templates, we set the AS Watson team up for success.

Deliver long-term impact

The resulting 12-month plan ensured we delivered ongoing value and measurable results.

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Setting ourselves up for success

Preparation played a pivotal role in the success of this project. Navigating different time zones and languages required careful coordination. Thanks to strong project management on both sides, we were able to establish clear guidelines for photography and define interview question structures, ensuring everyone was well-prepared. We developed social media templates and a self-creation guide, updated the careers site to feature the blogs, and finalised the design for video start and end frames. With everything in place, we were fully prepared for every step.

Collecting some remarkable stories

One of the most interesting aspects of what we do is the people we meet. The stories they share with us are inspiring, moving, meaningful, hilarious and wonderful. And from Hong Kong to Holland, we heard remarkable stories of people from every background who can all be their true selves in a truly inclusive organisation. We interviewed 18 people and co-created blogs for every one of them. We also created a range of social posts for each colleague. And working with the people team in Holland, we identified and filmed six colleagues.

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To see all the blogs and videos, visit https://www.aswatsoncareers.com/remarkable-stories

The impact

Over a 12-week period, we delivered a 12-month content plan and helped educate colleagues across the AS Watson world to be able to create their own marketing using the library of assets we created. And whilst it is still very early for data-gathering, the positive feedback from our 18 new ambassadors and the People team has been outstanding. They have all recognised that this powerful combination of blogs, social templates and films brings a much more authentic and powerful voice to the AS Watson employer brand.