The challenge
Details
Employee Advocacy
Good Rebels
Year: 2020-2022
Coca‑Cola European Partners (CCEP) wanted to humanize the brand from within and generate authentic reach through their employees. The objective was to build an Employee Advocacy program that would amplify internal voices and align them with brand narratives, while also integrating influencers in key markets to strengthen credibility and reach.
The challenge: engage employees meaningfully with the initiative, provide them with tools and content, and ensure the program scales across markets while staying consistent in voice and purpose.
Coca-Cola Europacific Partners
My role
I led the strategic definition, implementation and launch of the Storymakers employee advocacy program at Coca‑Cola Europacific Partners. I worked closely with the client to define brand voice, documentation, training materials, gamification mechanics, and the platform setup using Sociabble. I oversaw the first year rollout, managing content, engagement dynamics and platform governance.
What we did
Strategic definition of the program: Together with the client, we defined the positioning and purpose of the internal advocacy program, shaping the brand’s voice from within and aligning it with the overall communication strategy.
Results and impact
Framework, playbooks & documentation: We created detailed documentation including program guidelines, usage rules, tone of voice, content categories, and editorial calendars — enabling teams to activate the program consistently and clearly.
Sociabble platform implementation: We rolled out the Sociabble platform as the core tool for content distribution and employee activation. This included onboarding processes, platform governance, setup of channels and contributor roles.
Engagement mechanics & gamification: To boost participation, we designed a set of activation dynamics, including points systems, badges, recognitions and thematic challenges — always connected to the brand’s culture and values.
First-year launch and activation: We led the launch and coordinated the full implementation during the first year, monitoring participation, optimising content formats, and iterating based on employee feedback and usage data.
High adoption rate among employee base across markets.
Significant uplift in organic reach and brand credibility.
Increased amplification of brand messaging through trusted voices.
Stronger internal alignment between brand and employee values.
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