Willis Towers Watson needed to be closer to its clients. It needed to create direct links to customers beyond those loyal “first circle” connections and develop a strong messaging platform.
To achieve these connections, ComCorp created the Willis Towers Watson Brand Ambassador program, training 30 consultants to create a quality community with great content. The program included the regular release of targeted content via Twitter, LinkedIn and monthly blog posts. A quarterly newsletter for Willis Towers Watson contacts supplements the social media connections.
In 2015, when the program began, 43 posts were published on the French blog. Sixty percent of the unique Willis Towers Watson website visitors came for the blog. Willis Towers Watson saw a 55 percent increase in followers, year over year, for 2015.