Sanofi spearheads healthcare innovation, exploring more and chasing the miracles of science.‍

The challenge
Up to 68% of candidates use social media to look up a company when applying for a job.

Employee content gets 8x more engagement than content shared through branded channels.

With most Sanofians choosing to stay silent on social media as ‘the safe option’, the challenge was to attract and engage 250-350 Sanofians - across six regions in two months - to become employee advocates…

By showing them why it matters and how they can do it safely - on top of their day job!

We needed to create a supportive environment where influencers were working together to discover their voice. Introducing, The Influencer Community.
The Influencer Community
Our Influencer Community needed to be inclusive, inviting all Sanofians - whether they’re shy, bold, eager or curious. So we created a video to inspire Sanofians to bring their uniqueness and join the Influencer Community.
The Complexity of the Challenge
To make our influencer community global while also being locally relevant, we needed our market leaders to support us with activations in their regions.

To earn stakeholder support from the beginning, we started by bringing market leaders along with us before activating influencer engagement.
Taking it to the Market Leads
We armed market leaders with everything they needed:
  • Global sessions
  • Tailorable assets
  • Cheat sheets
  • Six-month content calendars
  • An internal competition to incentivise attraction in each region
Attracting our Influencers
Supported by direct outreach to key Sanofians and mass internal comms to drive awareness, we reached Sanofians across six global regions, different departments and languages.

All of our influencers completed the influencer quiz - getting to know their personal style with tips on how to tell their stories authentically.
Upskilling the Influencers
Each influencer was directed to two self-guided modules, upskilling them on everything from how to build a strong LinkedIn profile to the dos & don’ts of regulations.

Once our influencers were signed up, it was time to upskill them at scale, overcoming the challenge of disengagement on Zoom calls by introducing quizzes and interactivity.
The Power of Our Community
The power of the Influencer Community comes from Sanofians supporting each other sharing their insights and inspiration to create a sense of safety.

Each was set up with a buddy to support them throughout their journey and joined a digital hub to share best practices.
Influencers in Paris
As proud sponsors, Sanofi had their very own set of Paris Influencers made up of Sanofi volunteers, at the Olympics.

To get them ready, we ran a series of tailored Paris 24 Influencer workshops, where they got creative with Olympic specific posts.

And, we had a space within the Sanofi LSM Exhibition which was filled with 8,000 potential influencers during the Paris Olympics.
The results
2,135

new Sanofi influencers

+148%

increase in applications from female Saudi nationals

Since launching in 2023, through organic growth and internal momentum, we’ve now attracted 2,135 Sanofi Influencers to the community!

With plans in the works to go full steam ahead and keep producing great content, the Sanofi Influencer Community continues to be a huge success in building brand awareness, engaging colleagues, and creating real, genuine content.

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