Executive Summary
In collaboration with a global leader in the beverage industry, BI WORLDWIDE developed and executed an innovative employee brand ambassador and lead generation programme that transformed over 60,000 employees into active brand ambassadors.
Leveraging the science of behavioural economics and a robust employee rewards system, this programme successfully incentivised brand advocacy across the organisation and increased product availability and visibility across nearly 650,000 retail outlets in the United States.
Key Snapshots
43%
(up from 10%)
4x
14,000
USD$40M
The Situation
Ensuring widespread brand presence in a fragmented market
A leading multinational corporation in the beverage space faced a significant logistical challenge. They boasted a vast network of nearly 650,000 restaurants, snack bars, and convenience stores across a major market. However, ensuring consistent brand presence – where their beverages were readily available and well-promoted – across this fragmented landscape proved difficult.
The company sought to activate its greatest asset: over 60,000 employees, who interacted with countless stores daily. Recognising this potential, the company sought a strategy to leverage their workforce as a robust brand ambassador network.
The Challenge
Breaking through traditional sales barriers
The primary challenge involved identifying and reaching out to outlets not offering their beverages, to open up new sales avenues. Traditional cold calling methods were deemed inefficient, requiring a high volume of calls with a low conversion rate. A more engaging and effective approach was essential.
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