A Social Brand Battle

In the last year, Ivanti acquired three companies, brought on an entirely new executive team and learned to manage a remote workforce. The merging of four distinct cultures under the Ivanti brand, in the middle of a pandemic, created an opportunity for the Ivanti team to unveil an updated brand and rally employees and customers around the purpose to make the Everywhere Workplace possible.
The internal communications team came up with a strategy to encourage employee engagement, educate employees on the brand values, and unify all employees under this shared purpose. The team planned and prepared a week-long, company-wide challenge that they named ‘Brand Battle\\\' that had a major social media compontent.  Employees were divided by department into teams with an executive team lead and earned points by completing challenges and sharing what they did both internally on the Teams channel and by tagging Ivanti on their personal social accounts. Activities included creating memes, sharing photos of their Everywhere Workplace and taking a personality quiz that told them which color of the Ivanti brand they most embodied.
875 employees (roughly 1/3 of the employeebase) actively participated in Brand Battle throughout the week, resulting in more than 1,000 unique posts with replies and reactions in the Teams channel. Additionally, Ivanti received 1.5 million impressions on social media, a 189% increase over the week before; gained 715 followers, a 17% increase; and 511 shares, a 208% increase. Our goal for the internal battle was to have 25 employees participate – we blew that out of the water with 875 active participants!
Following Brand Battle, employees have continued to share photos and memes, creating a culture that unifies the company in its purpose to make the Everywhere Workplace possible. Additionally, the campaign created a trend at Ivanti that continues to show how, during COVID, our work-life and home-life have blended and how we are all making it successful and secure. Ivanti has successfully created a brand that customers love to work with and employees love to work for.