This viewpoint is formed by insights taken from shortlisted entries within the 2025 B2B Advertising Awards. Evaluated by over 100 impartial, client-side judges by a rigorous two-stage course of, the evaluation offers a transparent view of how main organizations are evolving and the place others can enhance. This weblog touches on worker engagement and the way it can result in high-impact advertising and marketing.
Inner audiences are now not simply an inner comms consideration—they’re a strategic progress lever. Evaluation of the Awards shortlist reveals a transparent sample: organizations that put money into worker engagement, alignment and advocacy are higher positioned to ship constant, credible and high-impact exterior advertising and marketing.
As companies navigate transformation, new applied sciences and growing market stress, workers are the connective tissue between model and buyer. When groups perceive the model, consider in it and actively champion it, that alignment interprets into stronger buyer experiences, clearer messaging and improved business efficiency.
“Flight nBS2025: An Immersive Model Journey” by npower Enterprise Options, with The Advertising Pod:
Bronze: Greatest Digital Expertise, Gold: Greatest Worker-Engagement Marketing campaign
This model journey marketing campaign by npower Enterprise Options (nBS) aimed to rework inner model understanding for its workers. Shifting past passive comms, the staff created an unforgettable, airport-themed VR expertise, making the model private and interactive.
The marketing campaign achieved unprecedented engagement and model buy-in. In preliminary periods, 78% of workers rated their connection to the (nBS) model an 8 or greater post-experience, with 47% giving it high marks. Qualitatively, it sparked natural inner momentum, with groups integrating model attributes every day.
The marketing campaign was modern in its use of VR and gamification, reaching inner model embedding at scale. This marketing campaign led to over 200 workers partaking with the total VR expertise throughout the preliminary launch interval, and periods proceed to run to achieve over 1,100 professionals.
“Expleo AI Celebrity” for Expleo, by Spaag
Shortlisted: Greatest employee-engagement marketing campaign
Confronted with the problem of boosting worker engagement and model advocacy, Expleo – a worldwide engineering, know-how and consulting providers supplier – sought to strengthen the sense of belonging amongst its 19,000 workers worldwide, many working at consumer websites, making it troublesome to foster a shared firm id.
To fulfill this problem, Spaag designed a singular activation – “Expleo Superstars” – leveraging the 2024 Summer season of Sport. This initiative relied on the event of a proprietary AI software that allowed workers to generate personalised graphics and movies – in knowledgeable and sporting setting – utilizing a photograph of themselves, embodying Expleo’s motto: “All the things you’re, something you wish to be.” The expertise was designed to be easy and intuitive, encouraging excessive inner adoption. An inner communication technique multi-channel sharing technique (LinkedIn, Meta) had been carried out, boosted by the hashtag #ExpleoSuperstars. Throughout this system’s lifespan, Expleo Superstars had over 4,000 customers producing on common 4 superstars every, exhibiting excessive engagement. Roughly 10% of shared ‘Superstars’ utilizing the marketing campaign hashtag, demonstrating its means to generate large worker engagement. In actual fact, over 47% of shares had been from Expleons who had not beforehand shared firm content material within the earlier three months. Shares from Expleons generated 18,000 reactions on LinkedIn, averaging 48 per put up.
