Mondelēz International –
We’ve partnered with Mondelēz International (MDLZ) for more than 11 years. With operations in 80+ countries, multinational confectionery, food, and beverage company MDLZ employs around 80,000 people across its manufacturing sites, offices, research and development facilities, and distribution activities.
MDLZ asked Fresh Communication to create and deliver a strategic change campaign to support its rollout of Ping MFA (a cloud-based multi-factor authentication tool) which would replace and expand on its previous MFA tool.
The goal was to ensure the MDLZ environment and employees’ personal data are protected against malicious activity while complying with GDPR and other regulations. Ping MFA would be enabled for key HR, technology, and procurement systems and then rolled out to 200+ further applications.
The communications objective was to clearly articulate the ‘what’, ‘why’, and ‘how’ to MDLZ’s global audience, using simplicity of messaging to overcome objections and ensure compliance
Overcoming objections: MDLZ had previously used a different authentication app, but uptake had been incredibly low. Our launch had to ‘reset’ employees’ concerns about multifactor authentication and successfully differentiate Ping MFA from the previous tool by articulating its flexibility for employees to choose from several possible methods and devices when they use it – thereby achieving important data protection targets.
We seconded a Fresh consultant to work alongside the MDLZ change and internal comms team, and she created and delivered a global strategy to:
- Engage and empower stakeholders and employee influencers.
- Use a multi-language omni-channel approach to tailor country and team-specific messaging and activities.
- Implement a phased communication plan, beginning with awareness and successfully leading to behaviour change.
- Monitor results and adapt local activities as needed.
- Prepare reports and ongoing advice for senior leaders.
MDLZ is delighted with uptake of Ping MFA.
The omni-channel campaign approach successfully reached, engaged, and trained MDLZ’s global employee base and stats continue to show increasing sign ups to the tool. Global engagement metrics at launch
Week one: 10,936 people setup.
Month one: 23,371 people set up
Total device setups (month one): 42,929
These metrics contrast profoundly from engagement and interaction with the previous authenticator app.