Case Study: Philip Morris International achieves global employee advocacy reach with DSMN8

Philip Morris International Transforming Employee Advocacy in a Regulated Industry

Philip Morris International (PMI), a global tobacco company operating in a highly regulated industry, wanted to improve employee advocacy but faced several barriers: employee hesitation, legal review requirements, an outdated platform, and internal uncertainty about how to balance compliance with authenticity. PMI partnered with DSMN8 to modernize its employee advocacy program using the InsideOut platform.

DSMN8 helped PMI rebrand InsideOut with a fresh identity, target engaged teams, streamline legal-approved content sharing, and launch the program through creative on-site promotion and onboarding. The result was over 11.5 million people reached, 3,812 employee shares in 10 months, 850+ members on the platform, and an average of 3 clicks per share, transforming employee advocacy into a high-impact internal movement.

Philip Morris International

Verena Camesasca

Creative Content Lead