Situation:
A newly appointed Vice President was spearheading a company-wide transformation at a leading aerospace company, aimed at modernizing tools and processes across key operational areas like manufacturing, engineering, and supply chain. The scale and impact of this transformation were unprecedented, and the challenge was clear: to win the hearts and minds of thousands of employees, encouraging them to embrace and actively support these sweeping changes.

Approach:
While the company had a dedicated Creative Services group for internal communications, their bandwidth was limited given the enormity of this transformation. Our team was brought in to provide additional support—but we took a different approach. Rather than serving as an external function, we fully embedded ourselves within the teams we supported. We dedicated hours to learning the intricacies of their operations, products, and challenges, transforming ourselves into ambassadors of the transformation initiative.

We also leveraged an Influencer Marketing strategy by partnering with subject matter experts within these teams, using them as the faces and voices of the change. These experts, with their deep knowledge and credibility, became powerful spokespeople who could convey the importance of the transformation in a way that resonated with their peers.

Outcome:
The transformation initiative, known as 2CES (later renamed Digital Transformation), became the launch customer for our newly formed Digital Media Services team. Over time, we produced a wealth of media content—explainer videos, mini-documentaries, podcasts, infographics, booklets, and web pages—each designed to simplify and amplify the transformation message.

As a result, 2CES successfully graduated into an enduring corporate initiative, signaling that our efforts helped internal teams understand, embrace, and champion the changes. Even more impactful, many of the experts we collaborated with became recognized as “gurus” within their fields, gaining followings of their own and reinforcing the credibility of the transformation. Our success in fostering buy-in from thousands of employees ensured the long-term sustainability of the initiative.