This viewpoint is formed by insights taken from shortlisted entries within the 2025 B2B Advertising Awards. Evaluated by over 100 unbiased, client-side judges by means of a rigorous two-stage course of, the evaluation provides 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.
Inside audiences are now not simply an inner comms consideration—they’re a strategic progress lever. Evaluation of the Awards shortlist exhibits 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 rising market strain, 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 industrial efficiency.
“Flight nBS2025: An Immersive Model Journey” by npower Enterprise Options, with The Advertising Pod:
Bronze: Finest Digital Expertise, Gold: Finest Worker-Engagement Marketing campaign
This model journey marketing campaign by npower Enterprise Options (nBS) aimed to remodel inner model understanding for its workers. Transferring 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 increased post-experience, with 47% giving it high marks. Qualitatively, it sparked natural inner momentum, with groups integrating model attributes each 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 complete VR expertise through the preliminary launch interval, and periods proceed to run to succeed in over 1,100 professionals.
“Expleo AI Famous person” for Expleo, by Spaag
Shortlisted: Finest employee-engagement marketing campaign
Confronted with the problem of boosting worker engagement and model advocacy, Expleo – a world engineering, expertise and consulting companies 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 customized graphics and movies – in an expert and sporting setting – utilizing a photograph of themselves, embodying Expleo’s motto: “All the pieces you might be, something you need to be.” The expertise was designed to be clean and intuitive, encouraging excessive inner adoption. An inner communication technique multi-channel sharing technique (LinkedIn, Meta) have been applied, boosted by the hashtag #ExpleoSuperstars. Throughout this system’s lifespan, Expleo Superstars had over 4,000 customers producing on common 4 superstars every, displaying excessive engagement. Roughly 10% of shared ‘Superstars’ utilizing the marketing campaign hashtag, demonstrating its capacity to generate huge worker engagement. In truth, over 47% of shares have 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 publish.
