Content Strategy | PwC DFA

01 — Project details

PwC launched the Digital Fitness App (DFA) to enhance employees’ digital skills and adaptability in a fast-evolving tech landscape. The goal was to create culturally relevant content and drive adoption among the Indian audience. Key challenges included:

1. Designing tailored content that resonated with local employees’ needs and preferences.

2. Raising awareness and ensuring widespread adoption across PwC India’s workforce

02 — Strategy

1. Conducted ethnographic research and interviews with employees to understand skill gaps, learning behaviors, and cultural nuances.

2. Collaborated with Subject Matter Experts (SMEs) to develop content aligned with organizational priorities and employee needs.

3. Focused on user-centric material, emphasizing practical, actionable insights and region-specific case studies.

02 — Execution

1. Research & Analysis: Conducted detailed interviews with employees across multiple levels and functions to uncover their digital readiness and areas for growth.

2. Content Development: Built, edited, and localized learning modules for Indian audiences, incorporating relatable scenarios and engaging formats like videos and interactive exercises.

3. Awareness Campaigns: Designed internal campaigns to promote the app, leveraging newsletters, town halls, and peer-led advocacy to encourage downloads and usage

Increased Adoption:

Awareness efforts led to over 10,000 downloads within the first quarter of launch in India.

Improved Performance:

15% increase in digital skill proficiency within six months, as measured by internal assessments.

Employee Engagement:

Enhanced user engagement, achieving a 35% increase in daily active users compared to the initial pilot phase.