Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

What is Being Cultivated by Organizations that Continue to Move?

Brand: Yappli

Campaign: Internal Communication Research Group

Source: https://www.advertimes.com/20261019/article560852/

Goal: To enhance internal communication and employee engagement

Summary: The internal communication research group was launched by Yappli and the Advertising Conference in April 2024 to discuss the role of communication in creating vibrant organizations. The discussions focus on establishing internal communication strategies that lead to sustained employee engagement and behavior change within organizations.

Japan

Don’t Let Company Events End as ‘Good Memories’: Supasan Shows the Essence of Experience Design that Leads to Behavioral Change

Brand: Supasan

Campaign: Internal Communication Support Service Cultive

Source: https://www.advertimes.com/20260826/article553279/

Goal: To foster emotional engagement and behavioral change among employees

Claim: Transforming information into emotional experiences

Media: Corporate events, internal communications

Summary: The article discusses Supasan's approach to designing internal corporate events that generate emotional engagement and behavioral change among employees. By focusing on creating memorable experiences rather than just relaying information, the company aims to bridge the gap between employee awareness and action. Specific examples illustrate how Supasan utilizes unique event designs to inspire pride and unity within the organization, ensuring that corporate messages resonate deeply with employees.

employee engagement internal communication

Japan

Just Increasing Workplace Comfort Will Not Improve Performance: Three Perspectives for Linking Engagement to Results

Brand: Cleo

Campaign: E² Compass

Source: https://www.advertimes.com/20260827/article554035/

Goal: Improve employee engagement and organizational performance

Claim: Engagement data is crucial for business performance

Media: Conference presentations, advertising through social media and local transit

Summary: The article discusses the challenges companies face in effectively implementing employee engagement surveys. A conference held by Cleo and Japan Management Association Consulting emphasized that just increasing workplace comfort doesn't lead to better performance. They suggested three key perspectives for linking engagement data to management decisions: visualizing the real voices of employees, comparing departments for targeted improvements, and prioritizing key issues for fast action. They presented their solution, E² Compass, as a comprehensive approach to understanding and enhancing employee engagement and organizational effectiveness.

employee engagement HR Strategy Organizational Performance

Global

Gap Inc. opens creator program to employees

Brand: Gap Inc.

Campaign: Creator Program

Source: https://www.marketingdive.com/news/gap-inc-opens-creator-influencer-program-staff-employees/826275/

Goal: Involve employees in influencer marketing to boost the brand's online presence.

Claim: Employees becoming influencers through authentic storytelling.

Media: Social media platforms

Summary: Gap Inc. has expanded its creator program to include corporate, distribution, and store staff, allowing employees to act as influencers and earn commissions while promoting the brand. Since its launch, the program has reached nearly 154 million consumers through almost 30,000 posts. This initiative aims to leverage the deep knowledge of employees regarding the brand and its products.

employee engagement Gap Inc. influencer marketing social media

Japan

The Core of Corporate Communication: The Penetration and Diffusion of PMVV

Brand: Nikkei

Campaign: NICOMI

Source: https://www.advertimes.com/20260626/article547621/

Goal: Enhance employee engagement and clarify corporate identity

Claim: Becoming a trusted partner and unlocking new business possibilities

Media: Workshops, internal meetings, corporate communications tools

Summary: The article discusses the rise of purpose branding and PMVV consultations in Japan over the past 5-6 years, focusing on the need for companies to enhance employee engagement and clearly communicate their identity. Nikkei is implementing a project named NICOMI, which includes various initiatives like workshops and awards to promote its corporate mission and strengthen internal branding while adapting to changes in governance and corporate strategy.

corporate communication employee engagement purpose branding