CASE STUDY

parcelLab: The Power of Senior Leadership in Driving Employee Advocacy

parcelLab’s C-Suite-led advocacy program with DSMN8 inspired employees, boosted adoption, and drove over 10M LinkedIn impressions.

parcellab logo

Client

parcelLab

Headquarters

Munich, Germany

Industry

Software

Company Size

<200 employees

Summary 👇

Following a rebrand, parcelLab sought to amplify its presence in the highly competitive US market.

Recognizing the untapped potential of employees’ LinkedIn networks, they launched an employee advocacy program powered by DSMN8. By focusing on strategic C-Suite involvement, parcelLab created a ripple effect that inspired participation across the organization.

The program now drives significant results, with over 10 million impressions on LinkedIn and a culture of advocacy that continues to grow organically.

The People 👋

parcelLab is a post-purchase platform that enables brands to transform mundane interactions into personalized experiences that create joy for customers.

Founded in 2015 and headquartered in Munich, parcelLab operates globally with offices in London, Paris, and Boston, serving over 800 leading brands, including IKEA, Chico’s, H&M, and Yeti.

With a collaborative company culture, parcelLab prides itself on staying agile and customer-focused as it expands into new markets like the US.

The Challenge? 🤔

parcelLab’s rebrand marked a pivotal moment in its growth story. While well-established in the DACH region and other parts of Europe, the company was lesser known in the US (a key market for their future expansion). To bridge this gap, Noel Hamill, parcelLab’s Chief Marketing Officer, identified LinkedIn as a critical platform for building brand awareness.

parcelLab had a strong foundation: employees in the US with sizable LinkedIn networks and sales teams already connecting with target audiences. The challenge lay in activating these networks and creating a sustainable advocacy program that employees would embrace amidst their busy schedules.

Additionally, parcelLab needed to overcome the challenge of getting employees across different teams to embrace the program. “Marketing teams naturally get excited about these initiatives,” Noel reflected. “But we’re a fast-growing company, and convincing colleagues in non-marketing roles to take time for advocacy and personal branding was a challenge.”

Noel Hamill Headshot

DSMN8 has helped parcelLab, the leader in post-purchase experiences, to continually set a new standard in employee advocacy. For us, employee-driven marketing is just as impactful as brand marketing. Through DSMN8, we amplify our social media efforts and empower our sales team to engage meaningfully with prospective clients. DSMN8 not only fosters thought leadership but also allows us to showcase the unique personalities behind parcelLab, creating a truly authentic brand presence.

Noel HamillChief Marketing Officer

The Solution 💪

parcelLab turned to DSMN8 to bring their vision of employee advocacy to life. Noel spearheaded the program with a hands-on and incredibly personal approach, starting with a small group of employees. He reached out to people individually and often demoed the platform one-on-one over a cup of coffee.

By keeping the rollout focused and personal, Noel ensured early adopters felt looked after and had a positive experience. This initial group became the foundation for a snowball effect, as employees noticed their colleagues sharing compelling content on LinkedIn and grew curious about how they could get involved.

A key driver of success was the visible participation of parcelLab’s leadership team. Noel himself became the program’s most active user, regularly sharing content and setting an example for others to follow. The company’s founders and other senior leaders also embraced the platform, reinforcing its importance and showing employees that advocacy was a company-wide priority.

This top-down commitment resonated strongly with employees, especially those new to the business, who saw their leaders actively engaging and felt encouraged to do the same.

Giles Whiting Headshot

DSMN8 has been an exciting addition to parcelLab, making it easy for each of us to become brand advocates and authentically share our wins. The parcelCrew now feels an even deeper connection to our mission of transforming the post-purchase experience and can confidently share that pride. I’ve seen firsthand the impact on brand awareness, as well as on our team’s engagement and sense of purpose. DSMN8 has quickly become an invaluable part of how we work and connect with our audience.

Giles WhitingChief Executive Officer

Andreana Gandini, Social Media Manager, played a critical role in maintaining the program’s momentum. She emphasized the personal benefits of advocacy, framing it as an opportunity to build a personal brand and boost your career prospects, both internally and externally.

This messaging resonated particularly well with junior employees, who were eager to make a positive impression within the company.

Andreana also worked to keep the program engaging by adding gamification elements, such as leaderboards and digital badges, and even hosting a virtual awards ceremony to celebrate contributors.

Andreana Gandini LinkedIn Post Showcasing Employee Advocacy Awards
Andreana Gandini Headshot

DSMN8 has been transformative for me in my role at parcelLab. It’s more than just an employee advocacy tool; it has empowered me and the entire parcelCrew to be genuine brand ambassadors. By amplifying our voices, we can spotlight parcelLab’s dedication to a seamless post-purchase experience, build connections with future clients, and authentically show who we are. It’s become an essential part of my social strategy.

Andreana GandiniSocial Media Manager

Content variety was another key element of the program’s success. Recognizing that employees were more likely to share content they genuinely connected with, Noel ensured that the content strategy wasn’t overly promotional.

Instead, parcelLab focused on championing employee stories, thought leadership, and industry insights, which helped employees feel confident and authentic when sharing.

Key Features Used:

Groups & Teams

Get the right content to the right employees.

Gamification

Encourage friendly competition with leaderboards.

Analytics Suite

Monitor performance & demonstrate ROI.

The Impact? 👊

The program delivered impressive results, re-emphasizing the power of leadership-driven advocacy. Employees collectively generated over 10.6 million impressions on LinkedIn content, significantly increasing parcelLab’s visibility in the US and beyond.

The founders and C-Suite were particularly influential; one founder alone drove 473 website visits through their posts. Noel, the program’s most active participant, has shared more than any other advocate, setting a high standard for engagement while championing the impact advocacy can have.

Beyond the numbers, parcelLab’s advocacy program has reshaped the way employees engage with the brand. The visible involvement of senior leaders created a ripple effect, encouraging adoption across teams and fostering a sense of togetherness.

Employees began championing the platform on their own, reducing the need for extensive training or follow-ups. Advocacy became ingrained in the company’s culture, with employees taking pride in amplifying parcelLab’s mission and values.

This cultural shift, driven by strong leadership and a personal approach, has positioned parcelLab as a company where advocacy is second nature. Employees at all levels now play a role in amplifying the brand’s voice, and the program continues to grow organically, ensuring its longevity.

Anton Eder LinkedIn Post

parcelLab’s employee advocacy program demonstrates the transformative power of leadership. By involving their C-Suite from the beginning, they set a strong foundation for success, inspiring employees at all levels to take part.

With DSMN8, parcelLab turned LinkedIn into a key driver of brand awareness and employee engagement, proving that advocacy is as much about culture as it is about strategy.

Sabrina Luedtke Headshot

LinkedIn plays a pivotal role in my work as an Account Executive at parcelLab, helping me build brand awareness, engage with industry peers, and demonstrate thought leadership. DSMN8 has been a game-changer, making it effortless to share curated, impactful content while staying authentic. It’s not just about sharing—it’s about fostering meaningful connections and driving valuable conversations.

Sabrina LuedtkeAccount Executive

975%

LinkedIn Audience Increase

10,712,561

LinkedIn Impressions

4,367

Shares of parcelLab Content

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