Headquartered in Hamburg, Germany, Beiersdorf AG is a global skincare company with a history spanning over 140 years. The company is internationally recognized as the one of the biggest brands in modern beauty and skincare, serving consumers in over 150 countries worldwide.

Beiersdorf’s successful brand portfolio is anchored by global icons such as NIVEA - the world's number one skincare brand - alongside dermatological brands like Eucerin and Aquaphor, and the luxury brand La Prairie. With a workforce of over 22,700 employees globally and generating over €9.85 billion in sales in 2024, the scale of Beiersdorf requires a communication strategy that is unified, agile, and effective.

How Biersdorf Changed Their Internal Comms with ScreenCloud Digital Signage

The Challenge: Slow and Unflexible Messaging

For Jeannette Bohnet, a Specialist in Corporate Branding within Corporate Communications, the need for a modern solution was driven by an outdated system. She noted that for two decades, her team was responsible for creating assets related to employee engagement and strategic topics. The former process relied heavily on physical media:

"Before we had ScreenCloud, we had poster displays in the elevators. We had to have posters produced for the poster displays... The process was sometimes very time-consuming and also relatively inflexible."

This manual workflow required designers to create content, contractors to print posters, and caretakers (Hausmeister) to install them. This created a cumbersome system where simple messages took days to deploy, and worst of all, any necessary adjustments meant repeating the entire, expensive cycle: "Part of it was also that we often had to make graphic adjustments afterwards."

The Solution: Agility and Content Control

Beiersdorf’s Corporate Branding team identified digital signage as the solution and ultimately selected ScreenCloud to power their internal displays. The primary factor in their decision was the platform’s capacity for granular content management and distribution.

"We decided on ScreenCloud because we have the possibility to create different playlists and channels, and thus can excellently select content and also implement more complex content display requests internally."

The implementation itself was remarkably smooth, according to Bohnet: "The implementation of ScreenCloud was absolutely seamless. We had excellent service from ScreenCloud, which supported us throughout the entire phase of Shared Services."

The Results: Increased Engagement and Information Flow

The move to a digital system immediately solved the flexibility issues and unlocked significant communication advantages. The time-consuming, multi-step poster process was replaced by instant updates, allowing the Corporate Communications team to target the global workforce with speed and precision.

The benefits observed were directly tied to improving the employee experience:

"With ScreenCloud, we were able to improve our employee communication. We have been able to increase our flow of information and we reach our employees quicker and better with our main content."

Ultimately, the digital transformation achieved the core goal of the project: increasing connection and involvement across the organization. Bohnet confirmed the platform’s decisive impact: "ScreenCloud decisively contributed to increasing employee engagement, because our employees feel better informed and are more aware of what is happening within the organization."

For global, decentralized organizations like Beiersdorf, digital signage transforms internal messaging from a bottleneck into a strategic asset, ensuring that every employee, from the headquarters in Hamburg to affiliates worldwide, is quickly and consistently connected to the company’s strategic goals and culture.

Find out more about corporate digital signage with ScreenCloud 

Global skincare giant Beiersdorf chose ScreenCloud to power their digital signage infrastructure across their corporate network. Find out more about this partnership.

How Beiersdorf Boosted Employee Engagement with Digital Signage

Employee engagement and internal communications are hot topics. They always have been. But now that the working environment is becoming more complex – especially for Enterprise-level businesses like BASF – having a solid strategy in place has become more than a necessity. 

Effective communication is a subject we care about a lot at ScreenCloud, and the same goes for BASF, as the largest chemical producer in the world. Specifically, BASF is concerned with improving the workplace experience. We think that they have one of the most sophisticated understandings of how to utilize screens for internal communications and employee engagement. 

Which is why we invited Maggie Krol (BASF Multimedia Comms Specialist) and Stefan Glut (BASF Online Comms Manager) as guest speakers. Here are some of the key learnings from the Q&A session. 

When implementing a digital signage strategy, what are your main objectives and what sort of content do you find to be most effective? 

We have a lot of deskless employees in over 100 locations. Some of them don’t get access to email every day; they’re in the labs, plants or out in the field. So in the beginning, to kind of ensure that we were putting out content that was relevant and important to them, the first thing we did was throw out a survey. 

ScreenCloud Webinar - Maggie Krol 24_22

On an Enterprise level, how have you “divided and conquered” responsibilities between Corporate HQ and your local offices to make sure that your screens are up-to-date and on point? 

It works a bit like an umbrella; I'm working in the Corporate HQ, and then under us are all the local sites. Throughout those sites we manage over 100 content managers. So how do we make sure that the content is relevant?

The first thing was to make sure that all the content managers understood the system. Giving them the right resources and training means that we can empower them to be creative at their local sites. It's been a game changer for us. 

Before we started with ScreenCloud we used an old system that required a lot of heavy lifting from the corporate side; not all of our sites have graphic designers on hand, and some of our content managers are out and about in the field. 

ScreenCloud Webinar - Maggie Krol 28_11

The beauty of ScreenCloud is that all of the resources we need to create good content are in one place. So if you're not a graphic designer, but you're at your local site and you need to get content up on your screens, you have features like Canvas to create beautiful content that's visually pleasing. 

We knew that things were working properly when people asked to participate.  

Why would you recommend investing in digital signage as opposed to other communication channels when you work across a mix of them? 

With our old system we faced a lot of challenges that just made the workday a little bit more difficult. So we were searching for a system that would be more efficient. We searched the whole internet to find the platform that was right for us!

But it was so important because we are such a big company that goes from corporate to local sites. We knew that we needed something that was going to be user friendly. And that's where ScreenCloud came into play.

Have there been any surprises along the way?

ScreenCloud Webinar - Maggie Krol 36_20

It’s often hard to measure the success of these things. How do you do it? 

It’s a bit like asking ourselves, how did we measure the success of mailing out corporate posters years ago. But one of the times we did measure engagement was during corporate change, and keeping employees engaged throughout that is so important. We want to take our strategic corporate initiatives and make them personal to people.

So it's like having an authentic voice as a business. But it's also about this variety of voices. And that's where that local thing comes, then you get the variety: it reflects the business that it represents. And if you trust it more, you lean into it more. And it's kind of like a virtuous cycle. And that's why this is so important.

ScreenCloud Webinar - Stefan Glut 41_33

So to answer your question, there are two ways: 

At some point enough, anecdotal evidence does seem to become data a little bit; there's that old expression “anecdotes are not data”, but when you have something like digital signage, when site managers and people are responding, you can tell that that ambient communication is working. 

And as Maggie mentioned earlier when she talked about the survey, when we were transitioning to ScreenCloud we were also doing ongoing employee comm surveys about “What do you think of this Channel”?

ScreenCloud Webinar - Stefan Glut 43_03

What advice would you give to a smaller company starting off with digital signage?

ScreenCloud Webinar - Maggie Krol 45_34

For the full session recording, click here. 

Want to see how ScreenCloud can super-charge your internal communications? Request a demo or start your 14-day free trial today.

Read more: Digital signage for manufacturing and industry.

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BASF is the largest chemical manufacturer in the world. In the US alone they have 17,000 employees at over 100 sites. Which makes employee engagement a little bit of a challenge. Here’s how they do it.

How BASF Improve Employee Engagement with Digital Signage

Case Studies - Corporations

How Beiersdorf Boosted Employee Engagement with Digital Signage

How BASF Improve Employee Engagement with Digital Signage

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