Standing Out In The Increasingly Crowded B Corp World
- Topics
- Leadership
- Services
- Vision and higher purpose
- Communications strategy
- Stakeholder engagement
We developed a unique positioning with Sanofi CHC that championed the wider B Corp movement and reached over 43 million people.
Challenge
Sanofi Consumer Healthcare’s North American division was on track to be the first large consumer healthcare company in the world to achieve B Corp status. But with over 2,000 companies achieving B Corp status in the 12 months leading to the announcement, and with some negative reactions to other large companies’ B Corp launches, how could Sanofi CHC’s announcement stand out for the right reasons?
Solution
Instead of using the launch as a way to pat themselves on the back, we developed a unique positioning with Sanofi CHC that championed the wider B Corp movement and explained how the B Corp certification benefited their most important stakeholders: Colleagues, Customers, Consumers. We then worked with Sanofi CHC’s PR agency to plan the rollout of the announcement to the public, including the design and launch of a microsite on the Sanofi CHC North America website.
Impact
Launching in July 2023, the initial announcement from Sanofi CHC generated 849,608 unique impressions, with an additional 43m impressions from outlets that picked up the press release directly from the wire. Additionally, Sanofi CHC now has a playbook and toolkit to provide to their other CHC regional entities and other Sanofi divisions to follow for their own B Corp journeys.
