Employee engagement isn’t just about annual surveys and performance reviews. It's about building a workplace where people feel connected, motivated, and heard – every day. For global organisations, the challenge is even greater. How do you maintain consistent engagement across time zones, cultures, and roles?

One proven strategy: creative internal campaigns.

At ThinkGlobal HR, we help employers use internal communications not just to inform, but to inspire. Done well, these campaigns can reignite energy, deepen inclusion, and make culture tangible – even when teams are oceans apart.

Quick Tips

• Link your campaigns to real business goals and employee needs

• Use local voices and cultural references to boost relevance

• Mix up formats – from video and quizzes to peer shout-outs and storytelling

• Build in feedback loops so employees can shape the narrative

• Celebrate small wins consistently, not just big launches

What Makes an Internal Campaign Engaging?

The most effective campaigns feel authentic, relevant, and human. They don’t need a massive budget – they need clear purpose and creativity.

Consider the difference between a generic “Wellbeing Week” and a campaign co-designed by employees in each region, reflecting what wellness looks like locally. One of our clients did just that. In the UK, sessions focused on work-life boundaries and neurodiversity. In South Africa, local colleagues led events on community care. Engagement doubled compared to previous campaigns.

Strong internal campaigns tell a story that employees want to be part of. They provide a platform for connection, not just information.

Global Reach, Local Voice

One-size-fits-all rarely works in global communications. That’s why we always recommend building a central campaign framework with room for local customisation.

For example, a recent “What’s Your Why?” campaign encouraged employees to share their personal motivations for the work they do. The core message was the same – celebrating purpose – but execution differed:

• In LATAM, the focus was on family and legacy

• In APAC, it highlighted mentorship and intergenerational learning

• In EMEA, it centred on innovation and growth

Each team used video messages, physical boards, or digital forums to bring the theme to life. The campaign boosted internal Net Promoter Scores and gave leaders powerful insight into what really mattered to their people.

Make Campaigns Two-Way, Not Top-Down

Traditional internal comms often rely too heavily on broadcast messaging – leadership speaking at employees. To build engagement, turn your campaigns into conversations.

Encourage:

• Peer-to-peer recognition (e.g. a #ThanksThursday wall)

• Story submissions tied to campaign themes

• Campaign champions from across functions and locations

• Follow-up surveys or feedback polls

In one organisation, a “Culture in Action” campaign asked teams to submit examples of how they lived company values. Submissions were highlighted in monthly all-hands meetings and turned into an interactive values map across global offices. This approach not only reinforced values but helped surface great practices that were previously invisible.

A Real Example: Reigniting Connection Post-Merger

Following a large merger, one client needed to rebuild trust and shared culture across three continents. We co-created a 100-day campaign called “Better Together” – spotlighting stories from newly formed teams, offering challenge-based games, and hosting virtual “campfires” where employees could ask anything (and leaders had to answer).

The campaign helped move employees from scepticism to shared excitement. Engagement survey scores rose by 21%, and new cross-functional teams formed organically – proof that culture can be rebuilt with intention and creativity.

Final Thoughts

Creative internal campaigns are more than fun ideas – they are tools to shape culture, build inclusion, and strengthen performance. Especially in complex, global environments, they help employees feel part of something bigger, yet personal.

What’s next for your global people strategy?

Let’s co-create your next internal campaign. Book a consultation with ThinkGlobal HR to build a creative, culturally intelligent engagement strategy that brings your people together – wherever they are in the world.