We once created a major sustainability initiative that had to be taken seriously only if it were based on real engagement. So we appealed to our employees as the advocates of the initiative. Their stories of how they were contributing individually and about how the things the company was doing were making a real difference helped to further validate the authenticity of the campaign and to extend its reach into the wider community, which was critical for the campaign to take hold and be successful.

We held an internal launch event where we presented a product line to employees. The top management explained the different features of each product. We also gave them samples of new products and requested that they post their thoughts on social media. We also assigned a brand hashtag to use when discussing this brand. We’d hoped these steps would create ownership and pride among our employees, creating advocacy. What happened next was amazing. The staff shared many pictures of themselves with the branded hashtag. They showed their contentment through online reviews about these arrivals. The user-generated content quickly circulated through several platforms. As more views flowed into those posts, the hashtag started trending on social networks, making more noise than even we would have expected.

We were launching a new eco-friendly product line, but regular influencer marketing felt too mundane. I needed authenticity. Be part of our sustainability team! They've filmed short and engaging TikToks that showcase the eco-friendly features of their products and how they use them in their lives. Her passion was contagious! Customers liked seeing real people using (and loving) the product. Organic stocks have exploded, reaching a younger, environmentally conscious demographic that was previously unreachable. Sales grew rapidly, our team became sustainability rock stars, and we proved that our employees are the heart and soul of a great PR campaign.

Employee advocacy has been a cornerstone of many successful PR campaigns at Double Plus Marketing Agency. One standout instance was during the launch of a new product line for a client in the sustainable goods sector. Our employees, who were already personally invested in eco-friendly practices, became the most authentic and enthusiastic promoters of the product. They shared their genuine experiences and the benefits of sustainable living across their personal social media channels, which resonated with our target audience. This grassroots approach turned our team into credible ambassadors for the brand, and their advocacy amplified our campaign's reach and impact. The key to its effectiveness was the authenticity of their voices; people trust recommendations from individuals they know far more than corporate messaging. By leveraging our employees' genuine support, we were able to foster trust and build excitement around the product launch in a way that traditional PR tactics alone could not have achieved. This campaign not only boosted sales but also strengthened our client's reputation as a leader in sustainability, all thanks to the power of employee advocacy.