Case Study: GSK achieves a single targeted company newsletter reaching 130,000 employees with Poppulo

GSK - Customer Case Study

GSK, a global healthcare company with 130,000 employees and more than 220 communicators, faced inbox overload from hundreds of inconsistent, locally run newsletters and needed a way to reduce email volume while driving engagement with company strategy. Working with Poppulo — using Poppulo’s audience segmentation and saved search functionality (with daily Workday pulls) and support from their Customer Success Manager — GSK piloted an all-company, targeted newsletter called Your GSK News to deliver relevant content at scale.

Using Poppulo, GSK launched a fortnightly, centrally edited Your GSK News that aggregates ~200 articles per edition in 13 languages and targets 198 audience groups by role, business unit and geography; an editorial board and contributor onboarding process ensured quality and local relevance. The Poppulo-enabled solution consolidated hundreds of newsletters into one channel, increased relevance and editorial capability across the network, and delivered strong results — 93% of employees said the newsletter helps them understand strategic priorities and 90% said it was relevant to them.

GSK

Chelsea Moore

Editor in Chief