Client
With more than 58,000 employees worldwide, Merck is an innovative leader in the scientific and technological fields specializing in Healthcare, Life Science, and Electronics. For over 350 years, it has operated with the goal of improving people's lives, making them happier and more sustainable. In 2020, the company invested a total of 2.2 billion euros in Research and Development.
Goal
Further stimulate awareness, brand reputation in Italy, and sense of purpose by leveraging employee identification and engagement, helping them to act as powerful and passionate social ambassadors of corporate communication.
Project
The project, still ongoing, consists of a comprehensive social media advocacy program involving a team of Merck employees particularly active in the digital-social space. Through an initial path of digital training and envisioning, along with a continuous editorial activity tailored to LinkedIn, Twitter, Instagram, and Facebook, supported by dedicated employee advocacy technology, they have been engaged in active participation and direct sharing of brand-related content, contributing to the creation of reputational value for the brand.
Result
In the first 6 months of the project, a multi-channel posting strategy with more than 60 pieces of content enabled approximately 1,000 shares and 5,000 social interactions, achieving a reach of over 500,000 contacts.
