Case Study: DHL achieves stronger employee belonging with Something Big’s ‘I Belong’ campaign

DHL boosts belonging with Something Big across 600,000 employees

DHL Group, a global logistics company with over 600,000 employees, faced the challenge of authentically fostering a sense of inclusion and belonging across its diverse workforce in a way that moved beyond standard corporate messaging. The vendor Something Big was engaged to develop a campaign strategy to address this.

Something Big created the "I Belong" campaign, which centered on empowering employees to share their own personal stories and blended portraits through a flexible toolkit and the #iBelong hashtag. This solution generated significant measurable impact, with thousands of employees participating. Internally, a single story attracted over 18,000 visits on the company app, while externally, the campaign received more than 25,000 reactions on LinkedIn. The campaign was also recognized with a Silver MUSE Creative Award.

DHL