How Philip Morris International Transformed Employee Advocacy in a Regulated Industry

CASE STUDY

Philip Morris International: Transforming Employee Advocacy in a Regulated Industry

PMI transformed employee advocacy in a regulated industry, reaching over 11.5 million people through a bold rebrand with DSMN8.

Client

Philip Morris International

Headquarters

Connecticut, USA

Industry

Tobacco Products

Company Size

79,000+ employees

Summary 👇

Philip Morris International (PMI) operates in one of the most tightly regulated industries in the world. While employee advocacy was not a new idea for PMI, previous attempts to empower employees to share company content had not been successful. Limited resources, an outdated platform, and internal hesitations created barriers that seemed overwhelming.

But when Verena Camesasca, PMI’s dedicated Content Lead, partnered with DSMN8, everything changed. Through the innovative rebranding of their program, seamless collaboration, and creative execution, PMI transformed employee advocacy into a success story that engaged employees, empowered senior leaders, and reached millions.

The People 👋

Philip Morris International (PMI) is a leading international tobacco company, with a mission to deliver a smoke-free future by replacing cigarettes with innovative smoke-free products. Operating in more than 180 markets, PMI employs over 79,000 people and is at the forefront of transforming the tobacco industry through science, technology, and sustainability.

At the heart of this transformation was Verena. Her role at PMI wasn’t dedicated solely to employee advocacy, as she also managed content for PMI’s global social media channels. But this was more than just a program for her, it was her passion project, her “baby,” a project she was determined to see succeed.

Supporting Verena was Emma, a Customer Success Manager from DSMN8, who became an essential partner in this journey. Emma’s dedication and hands-on approach ensured Verena never felt alone in managing the program. Together, they crafted a strategy that would breathe new life into PMI’s employee advocacy efforts.

The Challenge? 🤔

Employee advocacy had always been a double-edged sword at PMI. On one hand, the company understood the value of empowering employees to share their stories. On the other, there was an element of uncertainty: the stigma attached to the tobacco industry made employees hesitant to post on behalf of the company.

Adding to the challenge was the strict approval process required for any content shared by employees. In a regulated industry like PMI’s, every post has to be carefully reviewed by legal teams, making the task of providing a steady stream of shareable content more challenging than in other industries.

Their previous platform provider’s outdated design and resistance to collaboration made it tough to overcome these concerns. Verena felt like she was unable to fix technical issues or motivate employees.

”We really wanted to provide employees with the means to speak on behalf of the company but also grow their channels and become thought leaders. However, because of the nature of the industry that we work in, it was always this push and pull of yes, we really want to go out there and empower our employees, but we're also concerned about what that might look like, where to start, and who to trust with that responsibility—both in terms of the platform provider and the person who will curate the content internally. So, it was this constant struggle.
Verena CamesascaCreative Content Lead

The Strategy 🧠

When PMI decided to switch to DSMN8’s platform, Verena saw an opportunity to not just change the tool but to reimagine the entire program. It had a name—InsideOut—but it needed a fresh identity, something distinct from PMI’s corporate brand. Verena wanted it to feel less like a “corporate add-on” and more like a personal tool that employees could use to build their own personal brands.

She worked closely with a designer to create a whole new look for InsideOut. The goal was to foster a sense of individuality and pride—to make employees feel like they were sharing their own stories from within, and not just promoting corporate messages.

Emma’s support was equally crucial. Together, they devised a plan to target specific departments, starting with the science and sustainability teams, groups already inclined to share their work. They knew that by focusing on employees who were already active on social media, they could create early successes and build momentum that would assist them when approaching other departments.

”Our previous platform had a slightly outdated look and feel, and it was very much PMI-branded. I really wanted a fresh look to empower employees to find their voice, speak on behalf of the company, and talk about what they're doing in their day-to-day because so many people in the tobacco industry are afraid to say, "Hey, I worked on this amazing project... I'm proud of it and here it is!" Separating this from the brand empowered employees to speak about themselves, not just PMI.
Verena CamesascaCreative Content Lead

The Execution 💪

In December, with only a small window for onboarding, Verena and Emma went full throttle. By January, the rebranded InsideOut was ready to launch. The new platform was intuitive, user-friendly, and felt like a “cool new gadget” that employees were excited to try.

To create buzz, Verena leaned into creative, high-visibility tactics. Digital screens in PMI’s offices looped promotional videos with QR codes, enticing employees to scan and explore the platform. Branded merchandise, such as tote bags, lanyards, and stickers, turned InsideOut into a badge of pride. Employees who might have been hesitant to share were now proudly displaying InsideOut swag on their laptops and around the office.

The real turning point came during a company event in Lausanne, Switzerland. Recognizing the opportunity to get in front of more employees, Verena set up a booth to promote InsideOut. Over the course of three days, she and Emma onboarded 106 employees, including senior leaders who might have otherwise been unreachable. Verena even posted an internal video within InsideOut talking about the booth and the event, creating a ripple effect of curiosity and excitement.

Managing daily content approvals in a regulated industry was no small feat, but Verena chose to work smart. She streamlined the process by curating content in bulk and leveraging posts that had already passed PMI’s rigorous legal reviews. For example, posts from the company page which could be repurposed and repackaged for employees to share. This innovative solution had a triple-whammy effect, as the legal department, the leadership team, and each employee now had peace of mind knowing that all shareable content had been pre-approved.

The Impact 🚀

In less than a year, InsideOut reached 11.5 million people through employee posts. A staggering achievement in its own right, but even more so when compared to PMI’s corporate social media, which boasts an impressive but significantly smaller following of just over 1 million people.

Long gone are the days of posting hesitancy and feelings of apprehension, as PMI Employees have collectively shared 3,812 posts via InsideOut in just 10 months. Moreover, these employee posts generate an average of 3 clicks-per-share.

The platform’s user base grew to over 850 members, and the buzz around InsideOut was palpable. The digital screens, merchandise, and targeted onboarding sessions fostered a sense of community. Employees who once hesitated to share content now felt empowered and proud to talk about their work and their company.

For Verena, the success went beyond metrics. It was about transforming internal culture, breaking down fears, and creating a tool that employees genuinely wanted to use.

An added bonus… Verena’s dedication to growing InsideOut didn’t just transform PMI’s employee advocacy program; it also earned her the prestigious ‘Game Changer’ award, a coveted recognition at PMI!

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The Reception: Employee Testimonials 👇

Key Features & Tactics Used:

Groups & Teams

Get the right content to the right employees.

Branding

Creating an identity and community separate from the PMI brand.

Analytics Suite

Monitor performance & demonstrate ROI.

Conclusion ✍️

What started as a daunting challenge in a regulated industry became a story of transformation and triumph. Through a bold vision, innovative execution, and unwavering collaboration, Verena and PMI turned InsideOut into more than just a platform—they created an internal movement that not only elevated PMI’s brand reach but fostered a sense of community, pride, and empowerment among its employees.

In an industry where silence often seems safer, InsideOut proved that the right voices, with the right support, could be heard louder than ever.

3.0

Clicks-Per-Share

11.5 M

LinkedIn Impressions

3,812

Shares of PMI Content

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