#TakeTimeBack

Summary:  On March 14 2021, daylight savings stole a precious hour as we “sprung ahead.” Not only was the world still adjusting to remote work schedules but daylight savings reared in to alter our sleep schedules. Just one lost our of sleep is enough to throw your 24-hour natural cycle, or circadian rhythm, out of whack. As a result, employees are likely to experience fatigue and daytime sleepiness impacting work performance, concentration and memory with a study showing 97% of fatigued works have reduced cognitive performance.  To counteract this, Citrix launched not just a campaign, but a movement.  In the week leading up to daylight savings, we challenged and encouraged leaders to give their employees back the lost hour. With the backing of Citrix Executive Leadership we encouraged our own employees to take an hour back for themselves - however they chose to use it:  a nap, extra time with the fam, or catching up on that book that’s been sitting on our coffee table. We then launched a Twitter Promoted Trend campaign challenging company leaders to do the same and kicked off a twitter dialogue asking people to share what they would do with an extra hour back. With the goal of building association with positive employee experience practices and raising awareness of the importance of employee well-being, we sparked the #TakeTimeBack movement.

Role: Brand Marketing & Media Strategy Oversight  (oversight of strategy, messaging, creative, brand media programming and reporting)

Results:  86.4M impressions (+28% higher than US benchmark). 78.8M trend hashtag impressions. 8.6M companion tweet impressions. 1K uses of #TakeTimeBack. 

Sample:

Daylight Savings Time Reminds Us We Can #TakeBackTime

Press:  

Fox 43: #TakeTimeBack hashtag discusses maintaining a work-life balance during a pandemic

The Remote Work Tribe:  How to take time back while working remotely