At boohoo we’re fun, inclusive yet individual and we don’t take life or ourselves too seriously, we’re proud of who we are and we’re not afraid to be ourselves

"Making WeAreUS resonate internally"

Launching the campaign internally was about making an impact, and creating an environment for open discussion, so we organised an internal roadshow to all 750 staff involving a two-hour workshop getting them to explore brands they identified with. This allowed the teams to see why brands personalities are important, leading into what differentiates boohoo and how we deliver this through the WeAreUs campaign. We also celebrated with some surprise cupcakes on the official launch day that drove a buzz on social media ...


WeAreboohoo The success of the campaign has been built on the people who support it. Engraining WeAreUs into our DNA has allowed us to shape a consistent brand message that has been embraced throughout the business. The boards across our offices show how the teams have bought into the WeAreUs concept and used it as a vehicle to demonstrate their individuality and personalities.


From day one, we want any new starters joining our team to understand what WeAreUs is all about. That’s why we’ve embedded WeAreUs into our resourcing and HR programmes, re-launching our careers site with strong WeAre messaging and shooting internal videos to get the know the people behind the brand. Our induction schedule includes an introduction to what WeAreUs stands for.


To support our CSR, we set up a variety of fundraising initiatives to engage staff and raise money for their favourite charities. This included a Comic Relief Charity Bake Sale and pop- up Sample Sales with all proceeds donated to Oxfam’s Nepal Relief effort.