Turning a five-year strategy into something 600,000 employees could get behind
DHL Group | Strategy 2030 launch
Context
As DHL Group prepared to launch Strategy 2030, the challenge wasn’t simply explaining the next five years – it was making the direction feel relevant across a global workforce of 600,000 employees. Because for a strategy focused on accelerating sustainable growth to succeed, people across the business needed to understand the role they would play in delivering it.
Approach
Launching a new strategy is one thing, but getting people to connect with it is another. When priorities compete and attention is limited, strategy only lands if people can see themselves in it. That thinking led to ‘Our turn, our time’ – a campaign idea and strategy narrative designed to create a sense of shared ownership.
Outcome
Strategy 2030 launched with a stronger sense of shared direction across the business. Leaders had a more compelling way to talk about it and employees gained a clearer understanding of where the business was heading and how they could contribute.
DHL Group was preparing to launch a new five-year strategy, designed to build on what already existed, strengthen key capabilities and accelerate sustainable growth over the next five years.
But because the direction evolved what already existed rather than radically changing it, the challenge was less about unveiling something new and more about getting people to be energised about what was coming next.
So how do you make an updated strategy land and stick across a workforce of 600,000 people?
Finding an angle employees could relate to
We believe strategy is a journey – but people need a reason to come with you. We worked closely with DHL Group’s strategy, communications and brand teams to shape not just the messaging, but the story behind the strategy. Early inspiration sessions focused on aligning stakeholders around a narrative and creative routes that would genuinely connect with employees beyond the corporate message.
This led to our turn, our time.
More than a campaign line, it became the thread that gave the strategy launch a human angle. For leaders, it created a clearer and more motivating way to talk about the future. For employees, it connected DHL’s ambition with something they could contribute.
Making a company strategy something people could engage with
From there, we developed the wider campaign identity, tone of voice and messaging needed to carry that story across the organisation. The focus was on bringing the strategy to life in communications that could work in different contexts – from leadership discussions to employee-facing materials.
A hero film featuring real employees, the strategy brochure, leadership materials and interactive content helped break down Strategy 2030 into something more immediate and easier to engage with.
Creating a leadership launch experience
The leadership launch was a critical moment. We created a workbook, immersive film and live experience designed to help leaders align behind the thinking of the strategy and communicate it in their own way with confidence.
How we made a meaningful difference
Communicating strategy is a journey. Beyond the launch, this grounding has made the strategy feel more tangible. Employees feel connected to the direction of the business through various initiatives and communication moments that keep the strategy front of mind, helping them understand that their ongoing contribution is a valued part of DHL’s ambition for growth.
Big Insight
A strategy is far more than a leadership message or deck. Employees are far more like to back a new strategy when they understand what it means for them day-to-day.
The whole strategy theme was translated into so many different assets: from slides to jingles, to postcards – we even have it on napkins. So, we can proudly say that we took over the tower and hopefully inspired the rest of DHL as well.
— Senior Expert Program Office Strategy 2030, DHL Group
Thank you for the incredible effort you and your team have put into this work. The video was very well received. Goosebumps in the plenary. Thanks again for the great result!”
— Senior Expert Event Management, DHL Group
What we delivered
- Global strategy narrative development and positioning
- Creative concept and campaign identity
- Full design and content refinement of strategy document
- Strategy launch video
- Leadership workbook
- Executive communications materials
- Employee launch communications and engagement assets
Award recognition
The Strategy 2030 launch was recognised at the Internal Communications and Engagement Awards, receiving Silver for Best Communication of Change or Business Transformation.
