Building Unified Capability in Influencer Marketing for Lasting Impact
ROI Impact:
Higher IM Adoption: Increased uptake of influencer marketing as a key channel across Sanofi's CHC teams.
Enhanced Campaign Quality: Improved consistency and effectiveness in influencer-led campaigns, driving greater brand reach and engagement.
Skills and Confidence Boost: 95% of participants now feel confident applying a digital mindset to their work, while 86% report a shared language around digital marketing.
The Challenge
Sanofi leaders wanted to empower its CHC marketing teams to utilise influencer marketing more effectively, recognising that inconsistent knowledge levels and varying influencer marketing experience across teams were barriers to maximising impact. With marketers at different stages – ranging from IM novices to experienced practitioners. Our challenge was to build a programme that catered to all, embedding a shared language, strategic alignment, and best practices. The ultimate goal was to enable a test-and-learn approach that would foster adaptability, aligning with the evolving digital landscape and enhancing the creative potential of Sanofi's marketing efforts.
What We Did
We developed Influencers Unleashed, an internal learning brand with a performance-focused framework to build a passionate IM community at Sanofi.
AI-Powered Capability Assessment: Using AI, we quickly evaluated Sanofi’s IM resources and identified knowledge gaps across teams via surveys.
Targeted Learning Tracks: Content was tailored for novices, intermediates, and advanced practitioners, ensuring relevant support at all levels.
Microlearning and Test-and-Learn Content: Using AI tools, we produced rapid-response, TikTok-style videos alongside live webinars and self-directed modules, accessible on Yammer and SharePoint.
Continuous Support and Feedback: Follow-up resources and mid-year surveys helped track engagement, adapting the program based on user feedback and results.
The Impact
We delivered measurable ROI by equipping Sanofi CHC teams with essential skills for effective influencer campaigns. This resulted in higher IM adoption, improved campaign quality, and increased brand reach. By establishing consistent best practices, Sanofi achieved greater alignment and engagement across teams, driving stronger, more cohesive influencer campaigns that are set to continue generating returns as marketers apply these skills in their work.
The Results
Increased IM Adoption: Greater use of influencer marketing across CHC teams.
Improved Campaign Quality: More consistent, effective campaigns, boosting brand reach and engagement.
Skills and Confidence Boost: 95% feel digitally confident; 86% share a unified IM approach.
Sustained Learning Culture: Test-and-learn mindset drives ongoing adaptation to trends.
Long-term Value: Standardised practices lay a foundation for sustained IM success.
AI Integration Benefits
Data-Driven Program Adaptation
AI-powered analysis of engagement metrics and feedback helped continually refine the program, ensuring relevance and maximizing impact.
Efficient, Scalable Content Production
AI tools allowed for fast creation of TikTok-style microlearning videos, enabling timely, high-quality content that aligned with changing needs.
Rapid Capability Assessment and Gap Analysis
AI enabled quick evaluation of existing resources and skills, identifying knowledge gaps across teams for targeted learning pathways.