Beiersdorf - Social Inclusion Strategy

Beiersdorf is a house of brands that includes household names such as Nivea, Eucerin, La Prairie, Chantecaille and Elastoplast.  Each of their brands has a distinct purpose. 

 

The Challenge

Beiersdorf had an established purpose and range of inclusion initiatives, but wanted to create a holistic, ownable vision for their inclusion and cohesion strategy, which would unite the corporate brand, functions, and individual brands.  

The ambition was to reinvigorate inclusion communications both internally and externally, create greater cohesion across existing and planned activities, and provide a clear framework to guide the direction of future initiatives.  

The Response

We developed a project plan which was split into three distinct phases:  

  • Research and analysis: Our research and analysis included in depth interviews with leaders from across the corporate functions and brands and competitor analysis to understand the current landscape and identify opportunities to define the strategy  

  • Stakeholder workshops and inclusion strategy development: We designed and facilitated stakeholder workshops to bring together representatives from across the business, to understand the experience of the current inclusion initiatives, and to identify barriers and explore opportunities for change. We also tested emerging themes and territories, and mapped existing initiatives against the UN Sustainable Development Goals, building a sense of collective ownership of the workstream ahead of rollout   

  • Inclusion strategy rollout: Once the inclusion strategy was developed, we supported Beiersdorf in bringing the story to life through leadership communications, creating clear and consistent direction messaging across the company.  

 

The Work

We identified and developed a distinctive social inclusion territory that Beiersdorf could credibly own and where their current and future projects would align.  

The deliverables included the overall social inclusion framework, a manifesto to align all internal and external messaging, leadership communications to align talking points and messaging cascade throughout the organisation. We produced an engaging hero film to unite Beiersdorf’s C-Suite and senior leaders behind the new inclusion territory and to inspire action and engagement. To support the roll-out, we developed a compelling brand narrative, content, key messaging and toolkit.  

The Results

The result was a distinct positioning for Beiersdorf as a whole, and an ownable and actionable strategy that captures its current portfolio of social impact projects, guides all future initiatives and could be expressed through its leaders, employees, products and partnerships.  

The manifesto, messaging and narrative provided Beiersdorf with the tools to ensure the shared vision could be expressed coherently and consistently across all stakeholders, from their C-suite, across their employee landscape, their supply chain, partners and investors, helping them communicate their commitment to inclusion across the globe.  

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Social IssuesClaire Eades