Challenge
In 2024, GSK’s existing internal social network, Workplace, was decommissioned by Meta. While Workplace fostered a sense of belonging, many GSK users felt frustrated by how noisy and distracting the platform had become. If it wasn’t the irrelevant notifications, it was the platform’s rapidly multiplying user groups or limited integration capabilities.
To drive the successful adoption of Workvivo as GSK’s new internal social network, the organisation needed a global internal campaign to highlight the platform’s benefits to its 75,000+ employees – and encourage them to embrace it as their primary hub for connection, collaboration and conversation.
Solution
We began by defining three key personas to ensure messaging and content would resonate across all employee groups, from office staff and lab technicians through to manufacturing teams.
We then developed a short narrative and single-minded proposition: Helping you to connect with what matters most to your work and life at GSK. This inspired our campaign concept, Upgrade Your Day, which was all about shining a light on Workvivo’s features and functionality through human, benefit-led storytelling. It pairs visuals synonymous with digital interfaces – like lozenges, buttons and emojis – with playful, irreverent copywriting and a conversational, upbeat tone of voice to promote the Workvivo launch and the platform’s key benefits.
To support the global rollout, we created a versatile suite of assets and templates that could be easily translated and customised for different regions.
Impact
The campaign launched in April 2025 and quickly gained traction, generating a 25.4% social engagement rate, through posts, comments and reactions, in the first week. Adoption of Workvivo jumped by 51.8% over the first month, and by June 2025, total activations had reached 50,918 – 67.4% of all invited employees.
Change and Communications Director Neil Reddock said: “We have the fastest adoption rate Workvivo has seen for a company like ours… GSK colleagues couldn’t stop raving about the positive impact of the campaign”.
