M&S X Graphifiers

Meet the Mascot Who Made HR Cool at M&S

Marks & Spencer (M&S) India embarked on a digital transformation of its internal HR system by introducing a new Human Resource Information System (HRIS). While the backend infrastructure evolved, the platform retained its familiar name: MyHR. The challenge was clear – to drive internal adoption through strategic communication while ensuring minimal disruption and maximum engagement.

Challenge 

Communicating a significant backend transformation to a diverse employee base required thoughtful storytelling and creative execution. M&S needed to:

• Simplify complex system changes for all employees
• Design a relatable and engaging campaign
• Build awareness, encourage adoption, and reinforce continued engagement

Objective/Approach

We partnered with M&S to develop a comprehensive change management communication campaign that would:

• Humanise the system with a friendly, brand-aligned mascot
• Educate and engage employees through a mix of static, animated, and video formats
• Guide behaviour change with a three-phase communication rollout: Awareness, Adoption, Reinforcement

Execution/From Concept to Reality 

1. MyHR Mascot Development- The MyHR communication strategy centered on creating a friendly mascot to represent the new HR system. This involved exploring different names and looks for the mascot before it was used in all communication materials as a welcoming symbol of the system updates.
2. Multi-Format Content Creation-M&S India employed a multi-faceted visual communication strategy to introduce their new HR system to employees. This included branded introductory and how-to videos, supplemented by emails and posters highlighting the system’s benefits and engaging reminder images.

3. Change Management Communication Strategy- The change management communication strategy for the new MyHR system involved three phases: an awareness phase using teasers and the mascot, an adoption phase providing educational content and guides, and a reinforcement phase maintaining engagement through updates and support.

Results

The campaign delivered compelling results:

• Significant number of employees reported improved clarity and accessibility in communication materials
• Increased adoption rate of the new MyHR system within the first month across all departments
• Substantial increase in employee trust towards organisational change processes, as per internal surveys