Case Study: O2 achieves £150K–£200K annual earned media value and boosts employee advocacy with Firstup

How O2 Empowers Employees To Tell The Brand Story

O2, a leading U.K. telecommunications provider with 7,000 corporate employees and frontline staff across 500 stores, needed a modern way to reach a largely deskless workforce, amplify authentic employee voices, and measure the business impact of employee-driven marketing. The challenge was to give people easy, mobile access to approved brand content so they could share it externally while supporting engagement and culture.

O2 partnered with Dynamic Signal to launch O2 Amp, a mobile-first employee advocacy platform that delivers approved B2C and B2B content for easy sharing. The program drove £150,000–£200,000 in annual Earned Media Value, generated 9M+ impressions, 40K+ clicks and 15K+ shares, and—after a content refresh—saw active users rise 180%, content submissions up 66%, engagement increase 20%+, and mobile adoption reach 60%, while reinforcing company values and contributing to measurable campaign wins (e.g., an Apple Watch launch that sold out).

O2

Kristian Lorenzon

Head Of Social Media