In a rapidly evolving business landscape, P&G’s GrowthWorks team found itself at a crossroads, grappling with a series of pivotal challenges. This case study delves into the journey of GrowthWorks as it embarked on a transformative endeavor to overcome these challenges. From establishing a credible playbook to clarifying team dynamics, and embracing modern digital tools, discover how GrowthWorks harnessed innovation to redefine its brand growth strategies and enhance its impact. This is a story of adaptation, innovation, and growth that offers valuable insights for businesses seeking to thrive in today’s dynamic corporate world.

Table of Contents

Problem

GrowthWorks, a professional internal marketing team inside of Proctor & Gamble, focused on brand growth, faced several pressing challenges. The founders lacked a structured playbook to guide their brand expansion efforts, and managers were in the dark about the team members within GrowthWorks. Additionally, the organization struggled with proving the credibility of their playbook and demonstrating the impact their team had on brands.

Analysis

To address these challenges, a comprehensive analysis was conducted. Key considerations included determining the format of the playbook, the inadequacy of PowerPoint for mobile viewing, and the potential benefits of utilizing Sharepoint. Decisions were made regarding content creation responsibilities, with the copywriter handling text while the designer managed visual assets. Gathering information about past brands GrowthWorks had assisted and identifying team members were also essential. Establishing credibility for the playbook and team involved creating supporting case studies and test result pages.

Proposed Solution

The recommended approach was to develop a Sharepoint intranet for several reasons: it provided accessibility for P&G members, ensured mobile-friendliness, and maintained content cohesion, eliminating the need for multiple PowerPoint presentations. It also offered analytics, so that if we saw pages with more page views, we would know to focus attention on those. We could list upcoming events on the home page, so that members and founders would know how to conduct their own schedules and attend GrowthWorks events. I recommended adding a feedback form, so that if anything was subpar or inaccurate, readers could send us a note to update old information. The copywriter took charge of content creation, with the designer responsible for visual assets. Detailed information about past brands and team members was collected. Instead of individual PowerPoint bios, a unified web page format was adopted, enhancing brand cohesiveness. To enhance credibility, case studies supporting the playbook and the team were integrated into the intranet.

Action

I secured permission to take on the role of author for the Sharepoint platform at P&G. Subsequently, I initiated the process of sharing the Sharepoint with my team and introducing it to other founders, ensuring they were acquainted with the playbook’s capabilities and potential.

I conducted user research and sought inspiration from prominent educational brands such as Adobe, LinkedIn Learning, Coursera, MasterClass, Udemy, Skillshare, edX, and Udacity. This approach was essential as the intranet’s primary goal was to provide educational resources to employees.

I illustrated to stakeholders the advantages of a responsive web page over a PowerPoint presentation. Additionally, I crafted a prototype for the initial playbook article using Figma, integrating valuable components such as a news feed that showcased related case studies supporting the article.

I took charge of designing essential elements, encompassing the header, footer, home page, and additional pages. Notably, I structured the home page as a comprehensive table of contents, enhancing user experience by simplifying navigation to specific topics of interest.

Opting for Sharepoint to construct the playbook allowed me to prioritize crucial pages while efficiently eliminating pages that didn’t resonate with readers’ interests and needs.

I took the initiative to become acquainted with every member of the GrowthWorks team, ensuring I had their email addresses for effective communication.

I crafted my own personal bio and then shared it with others, providing them with specific guidelines for their contributions. To gather inspiration, I explored various online profiles using the keyword “personal bio.”

I implemented a web component on the home page, presenting upcoming events in chronological order. Users had the convenience of clicking on these events to access additional details and easily RSVP.

I incorporated a Call to Action (CTA) at the end of every article, guiding readers to a feedback form. This form allowed them to rectify any inaccuracies and provide suggestions to enhance the playbook’s overall quality.

I designed a dedicated “playbook” page that presented a comprehensive table of contents, offering quick access to all the articles within the book. To enhance user navigation, I included a list of jump links at the top of the page, allowing users to effortlessly reach the specific topics they wished to explore.

I embedded a feed of relevant case studies within each article, offering readers a practical glimpse of how the article’s content was put into action in real scenarios involving P&G brands.

I collaborated closely with my boss, who initiated the article-writing process. Whenever he required a visual asset, he would leave a descriptive note in red text. I then took the initiative to create numerous marketing-related visual assets and seamlessly integrated them into the articles on his behalf. In cases where the descriptions were unclear, we scheduled Zoom calls to engage in thorough discussions, often utilizing a virtual whiteboard for added clarity.

I bolstered the team’s credibility by implementing a dedicated test results page, providing valuable insights that benefited both team members and P&G founders.

I established a dedicated “test results” page featuring four distinct feeds: successful, failed, tentative, and ineffective. This resource was designed to educate readers about effective marketing techniques as demonstrated by various brands.

For readers interested in contributing their own test results, a Call to Action (CTA) was thoughtfully placed at the bottom of each test result page. This CTA guided them to a submission form, enabling them to contribute new test result cases to our collection.

Results

The Sharepoint intranet successfully transformed GrowthWorks. It bolstered the team’s credibility and clarified team members’ roles. The intranet’s user-friendly navigation was complemented by a wealth of articles supported by past case studies. The addition of a test results page streamlined information dissemination and user filtering. The intranet’s organized, visually appealing structure culminated in an efficient and user-friendly platform.

This case study highlights how the implementation of a Sharepoint intranet not only resolved GrowthWorks’ initial challenges but also fostered credibility, clarity, and user-friendliness within the organization, ultimately leading to improved brand growth strategies and outcomes.

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