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Mulberry Marketing Communications partnered with GSF USA to develop the Heart of GSF campaign, an integrated campaign designed to celebrate employees, strengthen internal culture and showcase GSF’s values. The program incorporated a wide range of tactics, including a campaign logo, internal communications, external blogs, video storytelling and social media engagement.
At the heart of the initiative was a specialized internal app that encouraged interaction and collaboration among colleagues. The app supported quarterly celebrations of employee birthdays and anniversaries, while also providing managers with insights to nominate outstanding employees for the quarterly Heart of GSF Award. This award recognized individuals who demonstrated GSF’s core principles: teamwork, integrity, ethics, improvement, and customer service.
To launch the campaign, Mulberry produced the Heart of GSF video, which highlighted the strong employee culture and commitment to service excellence at GSF. Quarterly blogs reinforced the program by spotlighting employee anniversaries and profiling award winners.
Building on the program’s momentum, Mulberry created a second video that showcased GSF’s employee experience and excellence in customer service one year after the initial launch. The campaign also extended to social media, where Mulberry developed engaging spotlights of Heart of GSF award recipients, career milestones, and employee anniversaries for those who had been with the company for a decade or more.
