I feel privileged and proud to be part of this team.
Kingfisher colleague,
Kingfisher Group
Background
Cavendish collaborated with Kingfisher to launch their global “Together. Stronger.” EDI (Equity, Diversity, and Inclusion) campaign, which reached 80,000 colleagues across nine countries. Kingfisher, a multinational home improvement company, has made EDI a strategic priority since 2021, launching initiatives to ensure employees feel supported and included. The campaign, featuring a powerful film, was a pivotal moment in Kingfisher’s EDI journey, aimed at driving active allyship and embedding inclusive behaviours across their workforce. The film was central to the campaign, reflecting diverse, real-life experiences of discrimination and allyship across the group.
Strategy
Cavendish was tasked with producing a film that would serve as the heart of Kingfisher’s “Together. Stronger.” EDI campaign, aiming to inspire a culture of allyship among their multinational workforce. The primary goal was to emotionally engage employees and reinforce Kingfisher’s commitment to inclusivity. We worked closely with Kingfisher to develop a film that featured 20 colleagues from across its brands, including B&Q, Screwfix, Castorama, and Brico Depot. These colleagues, from diverse cultural and geographic backgrounds, shared their personal stories of discrimination and allyship, offering an intimate glimpse into their lived experiences.
The production required meticulous planning. To ensure seamless integration into daily operations, we coordinated logistics across multiple countries, filming at local sites to minimise disruption. The diverse cast came from Kingfisher’s affinity networks, which provided a safe and supportive environment for participants to share their experiences.
A test edit featuring colleagues from the UK secured stakeholder approval, shaping the final production. Our filming approach, using a plain white backdrop and simple production elements, allowed the focus to remain on each individual’s story, maximising emotional impact. The film was launched internally, accompanied by a CEO-led discussion on allyship and distributed via internal communications channels. Externally, it was shared on social media, supporting recruitment and raising awareness of Kingfisher’s EDI strategy.
The
results.
The “Together. Stronger.” film generated significant engagement both internally and externally:
- 18% reach rate for total views, with 7% unique views, surpassing the 5% average.
- A launch event word cloud captured 375 responses, with words like “powerful,” “inspiring,” and “emotional.”
- Externally, the video achieved 7,000 views, 14,000 impressions, and a 4.55% engagement rate on LinkedIn, outperforming the typical 1-2% rate.
- The campaign boosted Kingfisher’s EDI strategy, strengthening affinity networks and enhancing employee inclusion efforts.
18%
reach rate for total views.
4.55%
engagement rate on LinkedIn.
