| Case Study

Turning employees into advocates

Launching a technology platform to enable employees to share their story

How it started

Generating awareness of the name change for the four companies

On the morning of May 16, 2019, hundreds of marketers gathered in New York for Elite SEM’s annual Digital Growth Summit. What they didn’t know was that they also had a front-row seat to witness one of America’s largest independent performance marketing agencies reveal their new brand, Tinuiti. Critical to the success of the rebrand itself would be generating market awareness of the name change for the four companies, and keeping the new brand top of mind.

For that to happen, Tinuiti needed a technology platform that would enable employees to confidently share that story.

“In order for the rebrand to be as successful as possible, we knew that we had to activate our employee base as brand champions,” said Dalton Dorné, the Chief Marketing Officer. “Beyond their adoption of the new brand, we wanted to empower them to be brand advocates within their own networks.”

Where they landed

A platform for employee advocacy… and beyond

Dorné had seen at a previous company how the Firstup platform contributed to a thriving employee experience while increasing brand awareness. She recognized the potential of what the platform could bring to Tinuiti.

Communiti, powered by Firstup

Shortly after the Tinuiti rebrand, the new advocacy program powered by Firstup was launched: Communiti. Within three weeks, 80% of the nearly 600 employees had registered.

The early results were eye-catching. Tinuiti saw a 2,400% increase in social media impressions generated through content shared from Communiti. Traffic driven to the website via social media more than doubled. Overall, there were two million social media impressions. Also, in the first six weeks, the team was able to track an increase in new subscribers to their email list, and even generated an increase in Marketing Qualified Leads (MQLs) passed to the sales team from Employee Advocacy efforts.

“Firstup has been so incredibly helpful not only from a technical perspective but also simply on the best ways to get the most from the platform. They have been a great partner and are always on hand to be our sounding board and provide support on ways we can enhance our program.”

— Yasmin Interlandi, Communications Manager



Tinuiti is the largest independent performance marketing firm across Google, Facebook and Amazon, with nearly $3 billion in digital media under management and over 950 employees. With industry-leading expertise in search, social, Amazon and marketplaces, addressable TV and mobile apps, CRM and email marketing and more, Tinuiti understands that success requires both strategy and channel expertise. Each solution is delivered through Tinuiti’s performance planning framework, GAMMA, and is enabled by a proprietary suite of marketing intelligence and media activation technology—Mobius.

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