Mowi is the world’s largest Atlantic salmon producer - they have almost 15,000 employees and operate in 25 countries.
We work with Mowi on both a global and regional level. When Mowi came to us In 2019, their global communications director wanted to develop a global corporate social media presence in partnership with a creative agency who could deliver on both strategy and tactics.
To develop a corporate social media strategy from scratch, we started by running a number of face-to-face sessions with the global communications team to understand more about key topics, the challenges faced by the different operating countries, and the goals. In the first year, we built 23.5K followers for Mowi across Facebook, Instagram, LinkedIn and Pinterest.
Internal branding and communications
In 2020, we were asked to develop an internal brand and tone of voice guide by Mowi’s global HR director, to help position Mowi as an employer of choice and aid consistency across the organisation. We interviewed employees across the business to find out more about what it means to work at Mowi and what makes it different. The output was not just a guide, but a visually-attractive document that captured for the first time the essence of Mowi’s employer brand.
Global social media content creation and management
We created and now manage all Mowi’s global corporate platforms. We develop, publish and monitor monthly content on social media, along with strategic campaigns covering topics such as sustainability, female recruitment and health and nutrition. This work includes research (using our market intelligence platform), project management, copywriting, design asset creation (including films, animations, infographics, GIFs and graphics), campaign set up, optimisation and reporting. We need a rest now.
• Our female recruitment campaign aimed to dispel gender and work-role myths and encourage women to see aquaculture as a viable and exciting career path, especially in senior and managerial roles. During the campaign we saw an increase of 33.9% in female users to the website throughout our campaign. 40.6% of those users had never visited the website before. We drove more than 17,000 women to mowi.com/people from Facebook alone.
• Our sustainability campaign introduced Mowi’s Leading the Blue Revolution Plan. We got 3.7K link clicks to Mowi.com for more information on sustainability, and 315K views of the main video asset.
• Our health and nutrition campaign highlighted salmon as a quick and healthy food choice, and resulted in 2.8K campaign engagements (likes, shares and link clicks to mowisalmon.com/recipes).
We have managed several film projects for Mowi on a global and regional level. Our briefs have included creating a video to launch their sustainability strategy, helping to promote Mowi’s role in rural communities, and promoting Mowi’s first global safety week initiative. We interpret and elaborate on the film briefs, commission film companies and, as much as possible, attend on the day to art direct the shoot.
Corporate Social Responsibility (CSR)
We worked with the Mowi Scotland team on their CSR initiative – The Mowi Salmon Wagon – a high-end food truck that supports local communities and charities. We designed the wagon, promoted the initiative using a film, social media content and a dedicated microsite, and managed the Wagon’s attendance at events. We also tasted the chef’s recipes, which was definitely the hardest part of all…