BIC
BIC 360° — Internal Communication and Employer Branding Strategy: BIC, a global brand recognized for its simplicity and creativity, decided to place employees at the center of its communication strategy in Brazil and Argentina. The objective was to strengthen employees' sense of belonging, increase engagement and position collaborators as authentic brand ambassadors.
The Project
What we did and how
We opened with an internal audience diagnosis, running interviews with leadership, communications, and HR alongside a quantitative employee survey. From those insights we built the BIC 360 strategic plan, positioning employees as the primary stakeholder of the communications strategy rather than a downstream audience.
Pride of Belonging
We designed internal experiences connecting employees with the brand and its products, including themed events, cultural activations, and commemorative initiatives. The goal was to make belonging tangible, not declarative.
Employer Branding
We built initiatives that invited employees to act as brand ambassadors, reinforcing corporate reputation and the authenticity of the company's institutional communication from the inside out.
Communicative Leadership
We brought leadership closer to employees with recurring meetings between collaborators and the General Manager and a stronger leadership presence in internal content and events, so the leadership voice carried the strategy rather than sitting above it.
Highlights
- Data-driven internal communications strategy grounded in employee insight
- Strategic annual internal communications calendar implemented
- BIC News established as the central communications hub
- Leadership positioned as a primary communications channel
- Employees activated as authentic brand ambassadors
Results:
- 92% employee pride of belonging
- 93% engagement with internal initiatives
- 40% increase in BIC News newsletter engagement
- 12% growth in engagement across official internal communication channels
- SABRE Awards Latin America 2024 Winner
