Ocado is a technology-led, global, software and robotics platform business, with a strong retail heritage.
In order to present a clear investment case to shareholders, Ocado wanted to share their overall story and that of five key themes. The result was a number of animated videos that formed a part of a year-long digital campaign. Taking key design aspects from the animated videos and utilising the key messaging from their wider campaigns, the report provides an excellent overview of the company’s recent development and successes.
2021 was another monumental year for Ocado, having achieved multiple goals to mark future success and signing their 10th partnership deal.
Their story continued to evolve and that year they presented their investment case to their shareholders as 5 categories, to ensure that their proposition was clear and easy to understand. These categories are: Leadership, Speed, Resilience, Partnership and Problem Solving.
Ocado wanted to promote their achievements under each of these categories and to share them on all stakeholder touchpoints. To do so, the plan was to transform their full-year reporting process into a digital campaign, utilising multiple aspects but in particular video and animation, whilst aligning it with their Corporate Website and Annual Report.
In order to transform the year-end process, a joined-up digital campaign was to be implemented.
This would ensure that their success and key messages were consistently in the public-eye. Ocado’s network of followers to their website and on social media were targeted in order to connect with an already invested audience.
Firstly, a video storyboard was created which was to be in the form of an animation. This would help to ensure that the overall story and each of the 5 themes were communicated clearly. From this, it was suggested that each of the 5 themes should be created as a separate shorter video to allow further explanation of the milestones achieved. This would allow Ocado to stagger their communications and ensure it is in the front of their stakeholders minds.
Each video would have different focus points and communicate different elements of their success:
During 2021 Ocado signed their 10th partnership, opened warehouses in the UK and US, held over 34 meetings between members of the global ‘Ocado Smart Platform Club’ all of which was promoted under the theme of Partnerships.
Demonstrating their Leadership position, Ocado are evidencing to the world that their partners are achieving leading customer satisfaction metrics and that they now have commitments equivalent to 56 warehouses, almost £20b worth of sales.
Showing their Speed to Ramp - Ocado now have 7 partners live, have doubled the number of warehouses in operation from 5 to 10, opened their Bristol warehouse in just 15 months and now have their first 2 sites in the US.
Ocado are masters at solving complex challenges (‘Problem Solving’). In 2021 Ocado launched their new 500 series bot, invested £20m in autonomy, had 525 patents granted with a further 1,028 applications filed and invested £157m in their platform development.
Despite the pandemic, in 2021, 5 new Central Fulfilment Centres (CFCs) were on time, their Andover warehouse was rebuilt in just 2 years and Ocado Retail grew revenue by +5% despite economic headwinds. This demonstrates Ocados ‘Resilience’ and ability to thrive even during the most difficult times.
The animation used within both the main video and each of the individual clips was to be the focal design point across their Annual Report. Divider pages utilise the animation and all key messages are brought to life using the colours and shapes included within the video.
Ocado’s digital strategy amplifies the message that the Group is a trailblazing technology-led software and robotics platform business.
Online shopping pioneers, daring to disrupt by solving complex problems, to provide sustainable solutions for online grocery,
Their digital engagement strategy is connecting with a far bigger audience, and provides an ongoing opportunity that they are investing in continuously. The results lead to a huge uplift in engagement, leveraging their social media following and utilising their investor website to connect with shareholders and the broader investment community.