NATURA + TALK TO WALK: LEARN ABOUT THE CASE

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Talk to Walk helped Natura with the challenging task of engaging around 2,000 employees in the positive transformation of moving to the new Administrative Building. Watch the full case video and find out more information below.





Change Management is a discipline that works on the process of change for each individual in a project, while Project Management deals with the deliverables themselves: scope, deadline, cost and quality. For a project to be successful, these tools must work together.

TTW is Sabiá's Business Unit created to help transformative projects reach cameroon whatsapp number database full potential, combining Communication and Change Management skills.

The TTW team is certified in Project Management (PMP), Change Management (PROSCI), has executive experience in multinational companies and more than 10 years of know-how in internal marketing and engagement campaigns.



THE CASE

All communication was designed by Talk to Walk, in order to engage the target audience with an integrated action that would simplify the change, getting all Natura employees on board with the idea. The new building – Nasp – should reflect not only a new workspace but also a milestone in the company’s cultural transformation, increasing collaboration, integration and transparency dynamics among teams.

The challenge was due to the teams' history of working in closed spaces before the move. In addition, the people who were going to move were located in a well-located building, received VR and had some facilities that they might feel they were "losing" in the moving process. It was necessary to show the reason for the change, the real impact it would have on the lives of the people involved, awaken a desire for the new and mitigate resistance.

All this, taking care of the quality of relationships between people and in a collaborative way.





THE OBJECTIVE

Communicate and engage approximately 2,000 employees in the process of moving from EBPark in Lapa to the new Natura São Paulo (NASP) in Parque Anhanguera. There, 500 employees were already working in operations and management activities at the Distribution Center.



THE CHALLENGES

+ Sublimate the team's distrust about the improvements of the change, as everyone had a feeling of affection for the current area.

+ End the insecurity about losing the benefits of the location (facilitated logistics, convenience, restaurants, food vouchers).

+ A short deadline for making the change.

+ History of successful previous changes, requiring “raising the bar even higher” for this new process.

+ Context of cultural and leadership change within the company, with a recent new presidency, the acquisition of Body Shop and the resumption of the brand's growth in the Brazilian market.







THE SOLUTION

The Talk to Walk team implemented a strategic approach: combining the different audiences impacted and the objectives for them with a map of actions integrated with Natura's methodology and culture.

On the engagement and collaboration front, interviews were conducted with all employees and a space was set up to capture initial perceptions about the change, a movement called Open Listening. There were also around 10 events with the “Ambassadors”, a group of influencers who showed their commitment to the change and helped to build actions and disseminate the project’s principles.

Close work was also carried out with the “Pathfinders”, people who already worked at the Nasp DC and who needed to be placed as protagonists in the project, welcoming the new employees as hosts of the change, and counting on special communication to meet their needs. To manage and mitigate impacts, more than 240 hours of work were conducted close to the key areas of the company involved in the project: HR, IT, Spaces, Internal Communication and leadership team.





In addition, several integrated communication actions helped in the process of building awareness, the desire for change and providing information to employees in the pre-change phase. Some of these actions were:



+ Creation of a booklet containing all the information for consultation;

+ Creation of digital content made available on the Employee APP for quick consultations. Posting news on this App;

+ Creation of a Technology Guide, detailing how to use new special features of the place such as video conferencing and wireless meeting rooms;

+ Creation of a FAQ, containing the most common questions and with constant updates;

+ Virtual reality action with 360 glasses, where the entire infrastructure of the new building was brought to people in the old building.