Finalist
Merck Healthcare
Summary of work
In January 2025, Merck Healthcare formed its first dedicated global Social Media Team: four women with vastly different backgrounds, ages, and experiences - tasked with transforming chaos into strategic excellence during unprecedented organizational change.
The challenge was formidable: 300+ fragmented social media channels, €6.32M in untracked spending, zero governance frameworks, and no standardized processes. Mid-year, a CEO transition and major acquisition intensified the complexity.
Within twelve months, this team grew to seven women working seamlessly across borders and time zones achieving remarkable transformation:
Business Impact:
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Consolidated 248 channels to 76 high-performing assets
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Delivered €600,000 in savings through insourcing
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Achieved 54.4% LinkedIn and 225% Instagram growth
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Elevated CEO engagement 229%
Strategic Innovation:
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Developed nine comprehensive SMART guidelines
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Implemented financial transparency systems eliminating blind spots
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Established industry-leading governance frameworks
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Transformed social media from vanity tool to impact driving excellency
What Sets This Team Apart: They didn't just deliver metrics: they built genuine team spirit across diverse backgrounds, found creativity within healthcare regulations, and fundamentally altered how Merck Healthcare approaches digital communications. They proved that empowered, cohesive teams navigating uncertainty can drive exceptional business impact while genuinely enjoying the journey together.
Judges’ comments
Merck’s entry was a very cleverly coordinated effort to in-source social media which led to more efficiencies and cost savings. This was clearly a very high performing team who set about their task with real conviction, expertise and ultimately success. A talented team!
