Influencers Unleashed
Building a global capability programme that turned influencer marketing from a scattered experiment into a scalable growth channel.
The challenge
Sanofi's Consumer Healthcare leaders knew influencer marketing could be a growth engine – but execution varied wildly across markets. Some teams were running sophisticated creator partnerships. Others were still figuring out where to start.
The gap wasn't ambition. It was consistency. Without a shared language, shared standards, or a way to learn from each other, every market was starting from scratch. The brief: design a programme that works for everyone, builds real capability, and turns influencer marketing into a consistent, scalable channel – not just a one-off tactic.
From scattered experiments to a shared capability
What we built
AI-augmented analysis of stakeholder interviews, maturity data, and resource audits across markets let a small team map the landscape at enterprise scale – pinpointing where support would have the most impact.
Three pathways for beginners, intermediates, and advanced practitioners, so everyone could progress from their own starting point. AI helped us prioritise, sequence, and tailor content to different maturity levels faster than traditional programme design allows.
Nine episodes of short, sharp video content covering strategy, creator selection, and measurement – delivered via Yammer and SharePoint, where teams already worked. AI-augmented production meant a small team could deliver high-quality content at a pace normally reserved for much larger operations.
Engagement data and feedback loops shaped the programme in real time. We tracked what was landing, what wasn't, and adapted – keeping content relevant and participation high.
.png)
A learning brand, not a training course
We didn't build a compliance exercise. We built Influencers Unleashed – an internal brand designed to feel more like a content series people wanted to follow than a course they had to complete.
Bite-sized videos, live webinars, and self-directed modules gave people the flexibility to learn at their own pace, in their own workflow.
The pattern behind capability change
What made this programme work is the same pattern we apply to every capability challenge: assess where teams are, build learning around real work, apply through experimentation, and embed through culture – not mandates.
Sanofi's teams didn't just learn about influencer marketing. They built the muscle to keep getting better at it.
From learning to doing
The programme didn't stop at knowledge. Sanofi's teams applied what they learned immediately – creating influencer-led campaigns that connected brands with real audiences across markets.
The impact
The programme delivered more than metrics – it delivered a cultural shift. More CHC teams now treat influencer marketing as a core growth channel. Campaigns became more consistent across markets, and teams had the confidence to push creative boundaries.
But the bigger win was structural. Teams developed the confidence to innovate, testing and learning in real time while sharing best practices across regions. Influencer marketing became not just a tactic, but a capability embedded in how the organisation works and learns.
This is the pattern: when you combine the right assessment, the right learning design, and AI-augmented delivery, a small team can build capability across a global organisation – quickly, and in a way that sticks.
Brilliant Noise bring energy, clarity and inspiration. They feel like part of the team, delivering smart influencer strategies and standout creative – always a joy to work with.