Larger companies take corporate social responsibility very seriously; it’s more about local actions than mere policies. Johnson & Johnson wanted to support Operation Smile, and get their employees around the Asia Pacific region directly involved.

Content Formula, SharePoint consultancy, was asked to help mobilise 15,000 employees across different operating companies, so we had to develop a single approach that suited a diverse audience.

The SharePoint site design won a gold award in the annual Intranet Innovation Awards, and we’re very proud of the win, but also pleased to have the opportunity to work on a campaign that had such real-world impact.

Our SharePoint consultancy designed and deployed a secure intranet solution that encouraged employees to get involved and share the challenge of raising money via built-in social tools and networking. The ‘making smiles, changing lives’ campaign raised enough to help over 1,500 children with cleft palates or cleft lips.

More than just an information hub, the site enabled people to create groups and events to raise money, and invite colleagues to grow awareness and involve more people. Allowing people to share their event photos made sure there was always fresh content and reason to return, and of course people were proud to share how much money they were raising.

Operation Smile actually invited several J&J employees to help run week-long missions in the field, and employees then reported back via blogs, photos, and videos on the campaign site. Mobile access was therefore crucial – for those in the field, and for everyone during their commute and when at home. We would say, if you want to drive employee engagement, mobile access is vital.

The campaign was a success not only because it restored so many smiles, but also because it engaged thousands of employees across Asia Pacific, helping J&J maintain their engagement and company ethos across the region. We’re pleased the campaign has been recognised (thank you, Step Two), and thrilled to have been part of such a cause.

At Content Formula we’re working more and more on employee engagement campaigns and intranets. We’ve developed an employee engagement methodology to help drive the form and function of these campaigns.

Take a look at a couple of other similar case studies where we used our methodology: Better World Walk and I am Ethicon.