Essilor Group

Mission Insight Series: A long-term, multi-lingual, employee engagement campaign

"Herald helped us solve a wide range of brand and marketing challenges with creative solutions." 

— VP of Corporate Communications, Essilor Group

Client

Essilor is the world leader in ophthalmic optics. The company’s mission is to improve lives by improving sight for the 7.4 billion people who need to take care of their eyes. For almost 170 years, the Group has dedicated all its efforts to tackling this global health challenge, which affects both local communities and national economies. The company dedicates more than €200 million each year to research and development, innovating in all aspects of its business: products, services, partnership, and distribution to meet the needs of consumers worldwide. In the process, help local communities and the global economy to prosper. 

They’ve become quite good at it: one billion people wear Essilor products, which include a wide range of prescription and non-prescription solutions to correct and protect their vision, and to prevent risks to their eyesight. 

Essilor considers its people the core part of its success: the commitment of the 64,000 people who innovate, manufacture and distribute their products.  But when you are a global corporation getting everyone to fully understand and engage with the company's mission isn’t going to be easy.

There are inherent challenges: Global diversity. Global scale. Employee motivation.

Process

We were asked to create the Mission Insight Series, a multi-step educational journey with the ultimate aim of engaging employees intellectually and emotionally with the Essilor Group’s mission to ‘improve lives by improving sight.' The goal of this project is to create a modular, expandable online educational journey for all Essilor employees and partners. The content would highlight the medical, personal, and international development aspects of eyesight and Essilor’s role in all of it.

Brand

To prove Essilor’s commitment to its mission, the Mission Insight Series needed a recognizable brand that fit within the larger brand family. We developed a new digital expression of Essilor’s storied brand specifically for this project to inspire confidence, motivate participation, support educational goals, and adapt to different regions and languages.

Content

We began the effort with in-depth stakeholder interviews and a review of Essilor's marketing, educational, and scientific materials to build a concrete curriculum. We made editorial recommendations on how to select, structure, re-package most appropriate information and expand on this base to make the content as thorough and engaging as possible. 

To support this content, we developed a site architecture and wireframes that would establish the foundation of this global website. There would be multiple multi-stage “educational journeys” that included common sections, but were fully customizable to allow for country-specific sections and the ability to adapt multiple languages.

The content approach called for short, digestible units, keeping the barrier-of-entry to be low, so that people could easily finish a segment between tasks at work. Each content module was designed to only take 10 minutes, allowing for an enjoyable mobile or desktop experience. The goal for each country version was 10 units in total, for about 60 minutes of total learning. These units (or modules)  can be done in any order, except for the introduction, and the conclusion.

Core Educational Modules

  1. About the Essilor and the Mission Insight Series

  2. Poor vision: a massive global health problem 

  3. Common vision problems

  4. Modern life: screens, devices, and how it affects our eyesight

  5. Sunglasses, sun exposure, and changing habits

  6. Essilor: “Improves Lives by Improving Sight”

  7. Eyecare: innovation in business and access

  8. Helping children around the world

  • Essilor MIS website homepage in Chinese

    Multi-language support

  • Graphs showing the numbers of people affected by eyesight problems

    Key Essilor Statistics

  • Results comparing screen time results in the general population

    Health statistics

  • Quiz question about health effects of long-term screen time

    Lifestyle questions

  • Quiz question asking people for open-ended feedback

    User feedback

  • Quiz question about how blue light may accelerate aging in the retina

    Eyesight-related questions

Project

The solution? Create a simple, human, and interactive educational experience that engages employees and partners, teaches them something, and makes it fun.

By creating a simple, human, and interactive educational experience we’ll engage your team, teach them something, and make it fun. We proposed using Typeform to deliver our educational content, enabling an enjoyable, interactive and engaging platform that would work across all devices. It’s far more efficient than designing and building a custom microsite. The platform will enable us to build modules, test, educate and reward the user easily in many languages.

Technology

The centerpiece of this project was a unique  challenge meant a platform that could provide the necessary permissions, localization, scalability, performance, authoring and content governance experience that would allow the site to launch and scale for Essilor worldwide

  • Custom Website (built with Rezo-Zero on their Roadiz CMS)

  • Education Platform (Powered by Typeform)

  • Custom Back-end Data Reporting Platform

A short module completion time means that we could work with the strengths of our chosen platforms, and not have to manage user profiles, gatekeep progress, manage passwords, or provide user support that won’t be easy to scale globally.

Results

By integrating key insights and optimizing user experience, we engaged a global audience, evolving and expanding content for a global digital audience, while streamlining backend operations and leveraging user-generated content to keep the campaign growing organically.

64,000 Employees

5 Years: 2017-2022

8 languages