February 4, 2012 marked the 150th anniversary of Bacardi. The successful execution of the anniversary became a global priority and the first company-wide activation reaching all 6,000 employees.

Objectives for internal communications were to create brand ambassadors; educate employees on rich heritage; create assets for local market use; instill pride and generate excitement; and establish a one-stop shop for all anniversary information. The challenge was to craft a consistent heritage story and develop assets that markets could leverage throughout the world. Without regional or in-country communications teams, Global Corporate Communications was tasked with developing assets that could be used throughout the world and to create a network of anniversary contacts.

Over the course of 18 months, more than 200 assets were created to reach both online and offline employees including info-graphics, banners, mobiles, animations, contests, countdown calendars, timelines, videos and more. A one-stop anniversary space launched online and became the most popular page driving intranet growth by 120 percent (exceeding the 10 percent growth target). In partnership with The Bacardi Archive, a database of 150 facts and 150 images was created to serve as the source of heritage information.

An online archive reached 3,800+ registered users, and more than 8,800 downloads of assets. All offices hosted an anniversary celebration and assets developed centrally resulted in US$1M in production cost savings and consistent messaging and look. Results of the first-ever global Employee Engagement Survey resulted in 92% participation with overall engagement of 3.76 (4 considered “Best in Class”).

Internal celebrations kicked off 150 days prior to the 150th anniversary. The Anniversary Hub was created on the social-media based intranet as a repository of assets used for local celebrations, employee trainings, media events, and programs with bartenders and other key audiences. More than 200 products were created, including timelines, a screensaver, countdown calendars, banners, videos, contests and infographics, to underscore the Bacardi story.

The internal campaign continued for 16 months. Monthly campaigns reinforced media activities, including Bacardi Rum exceeding 500 awards making it “world’s most awarded SPIRIT”. The Bacardi Archive delivered resources and compelling stories, available24/7, via a secure online archive A symbolic installation of the Bacardi Time Capsule led by the Chairman (and great great-grandson of the company’s founder) marked the close of the campaign and included more than 100 items submitted by employees and will be reopened in 2062—the 200th anniversary.

The anniversary set a new benchmark for global employee activations. More than 200+ assets were created and availability resulted in local market production savings valued at more than US$1M.

All locations hosted an employee party and 90% posted photos/videos. Sixty percent of employees visited the Anniversary Hub and by Jan. 2013, the Hub exceeded 140k views—four times more than the previously most visited space—intranet usage rose by more than 120%—exceeding the 10% target. More than half the company was on the site - significant considering only one third of employees are in offices. Online archive reached 3,800+ registered users, and more than 8,800 downloads.

Results of the global Employee Engagement Survey resulted in 92% participation with overall engagement of 3.76 (4 considered “Best in Class”).

Employees were empowered company ambassadors adopting customized email signatures, templates and assets for communications with customers, special events and social media.