The challenge

Sanofi’s Consumer Healthcare (CHC) leaders wanted to strengthen how their global marketing teams used influencer marketing. The opportunity was huge – but so were the differences between markets. Some teams were confident practitioners; others were just getting started.

The challenge was to design a programme that worked for everyone – one that built a shared language, aligned strategy, and encouraged experimentation. The goal: to turn influencer marketing into a consistent, scalable growth channel that combined creativity with commercial impact.

What we did

Brilliant Noise partnered with Sanofi to create Influencers Unleashed, a global capability-building programme designed to make influencer marketing a core, high-performing part of the business.

• AI-powered capability assessment: We used AI tools to quickly evaluate influencer marketing maturity, resources, and skill gaps across markets, identifying where support would have the most impact.

• Targeted learning tracks: Tailored content for beginners, intermediates, and advanced practitioners ensured that everyone could progress from their own starting point.

• Microlearning and test-and-learn content: We developed a mix of bite-sized videos, live webinars, and self-directed learning modules – delivered across Yammer and SharePoint – so learning could happen where people already worked.

• Continuous support and iteration: Using feedback loops and engagement data, we refined the programme in real time, keeping content relevant and energy high.

The result was a programme that blended learning, community, and experimentation, turning influencer marketing from a niche skill into a shared capability across the organisation.The Impact

We delivered measurable ROI by equipping Sanofi marketing teams with essential skills for effective influencer campaigns. This resulted in higher influencer marketing adoption, improved campaign quality, and increased brand reach. By establishing consistent best practices, Sanofi achieved greater alignment and engagement across teams, driving stronger, more cohesive influencer campaigns that are set to continue generating returns as marketers apply these skills in their work.

The impact

The programme delivered measurable results and a clear cultural shift. Influencer marketing adoption increased significantly, campaigns became more consistent and effective, and teams developed the confidence to innovate.

By the end of the programme:

• 95% of participants said they felt confident applying a digital mindset to their work.

• 86% reported a shared language and approach to influencer marketing.

  Beyond the numbers, the programme helped Sanofi’s teams connect more deeply with their audiences, 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.