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Success Stories

How Ƶ helped Mars Kazakhstan bring together employees from 11 countries

Helped Mars Kazakhstan Corporation to unite the team and overcome geographical and cultural barriers by launching a wellbeing project with gamification.
Success story
5 minutes read
Food industry

About the company

Mars is a family-owned company with over a century of history, 25 of which are present in Kazakhstan. Headquartered in Almaty - unites 11 countries including Armenia, Azerbaijan, Belarus, Georgia, Kyrgyzstan, Mongolia, Tajikistan, Turkmenistan, Turkey and Uzbekistan. Snickers, M&M's, Twix, Mars, Bounty, Milky Way, Skittles, Orbit, Whiskas, Sheba, Kitekat, Pedigree, Chappi, Perfect Fit, Dreamies - all of these are Mars brands. The company's corporate culture reflects its core values of family atmosphere, respect, development and providing opportunities for career growth.

Objectives

  • To develop a programme that increases employee engagement in the corporate culture of health through digital tools.
  • To unite participants across geographical, cultural and language barriers, creating an inclusive environment for employees from different regions.

Solution

Stage 1: Research and analytics
Before starting the project, we studied the peculiarities of the company's corporate culture (emphasis on teamwork and innovation), customer and employee needs, conducted interviews with the HR team and employees to identify barriers to healthy lifestyles.
Stage 2: Platform development
Based on the data, created a customised mobile app with gamification elements.
  • Branding: colours, logos and company mission integrated into the interface.
  • Team Challenges: ability to join groups, compete in steps/exercises, accumulate points.
  • Personal Challenges: the programme offers personal challenges for users with different fitness levels and goals.
Phase 3: Launch and optimisation
After the release, we monitored engagement, task completion and collected feedback. The support team helped users who encountered difficulties due to a lack of understanding of the mechanics of the Challenges.
1
Studied
customer needs
2
Developed
branded version of the mobile application with gamification
3
Embedded
team wellbeing challenge
4
Launched
project and monitored effectiveness
The key to the success of the project was the gamification tools and reliable ways of evaluating the effectiveness of the wellbeing programme.
Spoiler: we achieved our project goals and met expectations.
In general, the application can be thought of as a game: you do activities, earn points, which are called ‘charges’, and receive valuable prizes and gifts for them. And it all looks like a large corporate social network, branded for the customer.

What difficulties were encountered

Participants of the project faced difficulties due to lack of understanding of the mechanics of the Challenge. It was the task of our support department, which worked with users 24/7, to solve all problems and answer all questions. In addition, we suggested that future projects include a video or presentation about the mechanics and rules of the Challenges.
134
resolved requests
out of 134 user requests
12 minutes
operator response rate
in projects

Results

The project successfully fulfilled two of the client's strategic objectives: to increase participant engagement in wellbeing and to bring together the company's employees living in 11 countries.

Goal #1: Engagement

Metric: Engagement rate (proportion of active users who completed tasks regularly).
Result: 78% of participants remained engaged throughout the project (65% average for similar programmes in the industry).

Goal #1: Engagement

Metric: Engagement rate (proportion of active users who completed tasks regularly).
Result: 78% of participants remained engaged throughout the project (65% average for similar programmes in the industry).

Goal #2: Unification

Metric: social and content metrics, feedback from participants, and demand for team challenges.
Results: 98.7% of participants viewed storizas, 45% sent messages, 52.7% added likes.

Goal #2: Unification

Metric: social and content metrics, feedback from participants, and demand for team challenges.
Results: 98.7% of participants viewed storizas, 45% sent messages, 52.7% added likes.

Participant portrait

Based on data from the Ƶ application, we created a detailed profile of the platform's users - participants in the Ƶ and Mars Kazakhstan project. It is based on regular monitoring of user activity, analysis of average arithmetic indicators and calculation of key metrics that allow us to objectively assess involvement in the project.
Analysis of the project data revealed exceeding targets on key metrics, which confirms the effectiveness of the Ƶ platform and high motivation of the audience:
6 185
steps per day
Average performance of participants
6
training sessions per week, averaging 1 hour and 3 minutes.
Average performance of participants
5 000
steps per day
WHO recommendations
150
minutes of moderate exercise per week
WHO recommendations
Participants demonstrated loyalty to the app - they used the platform an average of 4 times daily, with an average session time of 3 minutes and 30 seconds.
Thank you to my team for being active from the start - it was a great pleasure to train in such an inspiring atmosphere. Thanks to the Challenge I returned to the sport I used to do 10 years ago. And a special thanks to my family who supported me and got through these 6 weeks without me in the evenings.
Hi friends, I would like to thank the organisers and everyone who participated in this wonderful project. It helped me to develop very useful habits 💪 I hope to participate in it many more times 🤙 On average, the app users walked 6,185 steps a day, doing 6 workouts a week! 🔥

Client testimonial

Ƶ is an outstanding partner with whom we have been successfully developing a culture of health and wellbeing at Mars Kazakhstan for the fourth year.
Employee health and wellbeing is a key value of Mars Kazakhstan. We are convinced that the world we strive for starts with taking care of people today. That is why our annual Health and Wellbeing Challenge, implemented jointly with Ƶ, has become an integral part of our corporate culture and has brought significant results for the team.
Each year Ƶ strengthens the project by adding new features, improving the platform and making the challenge more interactive.
Ƶ demonstrates impressive dedication, their expertise in well-being is underpinned by engagement, creativity and the ability to anticipate participants' needs.
I highly recommend Ƶ as a committed, innovative and professional partner. We are enthusiastic about the future and plan to continue our co-operation in our common goal of creating a healthier and more cohesive work environment.
Communications Manager at Mars Kazakhstan, expert in Corporate Affairs, HR Brand PR and Health & Wellbeing at Mars Kazakhstan.

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