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Freshfields call 'wrap' on 2016 with high-engagement user-generated film


In celebrating a successful 2016 at Freshfields Bruckhaus Deringer, the global law firm turned to user-generated video to capture their annual highlights, in a high-performing campaign which saw nearly half of the firm choose to tune-in.

Armed with only a short brief and simple guidance notes, employees across the firm were invited to use their own devices to record their greatest moments, both personally and professionally, of 2016. Over 40 submissions were received and some 28 clips made it to the 5-minute final edit. 

Heather Ratcliffe, Internal Communications Executive for Freshfields, said: “We were impressed with how our employees responded quickly with such high-quality content from across our global network. The film captured the firm’s rich diversity in a way that would have been difficult to achieve by other means.”

Freshfields use the Buto enterprise video platform across their global business. The platform allows a simple video upload button to be placed on the intranet, enabling contributors to send HD quality films directly from their mobile devices into the video platform. Freshfields’ in-house editor then pulled the clips straight from Buto for editing, before uploading the finished film back to the Buto platform for the whole firm to see.

More than half of the firm’s 5,000 staff viewed the film, with 1,400 watching all the way to the end. User-generated video, it seems, has secured its place in Freshfields’ communications mix going forward.

Barney O’Kelly, Global Head of Communications added: “At Freshfields we’ve always liked to see and hear from colleagues around the world. This video did a great job of reflecting on the year and demonstrated the personalities of our people. We’re now exploring how we can tap into their enthusiasm for creating and sharing great video content and use it for other internal and external campaigns.

If you want to find out more about how you can manage video within your organisation with the Buto enterprise video platform please email us at