Storytelling and content strategy to make CR relevant to employees

#content strategy
#Wikipedia and social media
#Understanding trends


Develop a distinctive storytelling approach to Zurich Insurance Group’s corporate responsibility and engage stakeholders with the work the company is doing, and in particular the insurer’s own employees globally.

Our work

We developed a storytelling and communications approach based on a “connected to society” concept; we defined main objectives, prioritised CR initiatives from a communications perspective, described a storytelling “playbook” defining CR stories and how to tell them and gave indications for integration into rest of corporate communications and social media channels, including collaboration with country-level teams. Along the way, we:

– Mapped current initiatives and the digital ecosystem for CR

– Used the CSR Online Awards to assess communications assets and website/social analytics, and provide tactical suggestions for improvements

– Undertook an audience analysis to understand their perspectives on CR and position within digital ecosystem

– Three interactive workshops involving different business functions


Our CR storytelling strategy was adopted in late 2016 within the company’s communications and marketing plan for implementation in 2017 and beyond.

The structure and content of the CR section has been revised and coverage of CR topics boosted in the insurer’s thought-leadership hub “Industry Knowledge” as well as on LinkedIn.

TERNA – Wikipedia


Create the “electricity encyclopaedia” on Wikipedia

 #Wikipedia and Social Media


In 2014, Terna asked us to devise a project to help the company leverage its unique expertise in order to spread and improve knowledge on electricity. In this way, Terna would also communicate its role in the national energy system.

Based on our 10-years of experience in supporting companies in engaging with the free encyclopaedia, we proposed that Terna use its expertise to improve electricity-related content on Wikipedia. It is the 5th most visited website in the world, and a fundamental resource that collects on average hundreds of millions of pageviews each month in Italy alone.

We called this endeavour the “electricity encyclopaedia,” the first collaborative project of its kind in Italy to our knowledge.

Our work

We started by bringing to the table Wikimedia Italy (the Italian chapter of the foundation which supports Wikipedia) that acknowledged the usefulness of the project.

Then we trained Terna’s representative as well as its team in how to approach Wikipedia as a company and identified the main gaps existing in target sector-related entries on Wikipedia.

This allowed us to prioritise our tasks (edits to be done within entries, images to be added, members of the Wikipedia community to involve in the process) and plan their implementation.

At the same time, we helped Terna improve the Wikipedia entry dedicated to the company in a transparent manner so that it meets the encyclopaedia’s requirements.


The importance of the project for Wikipedia was acknowledged by Wikimedia Italy, the Italian chapter of the foundation that supports Wikipedia.

It was Wikimedia Italy which initially helped us to present it to the project to the community (see left – The profile of Terna’s representative was bestowed a badge saying: Andrea Valant, who is Terna’s representative, is editing entries on Wikipedia in the context of a collaboration with Terna).

Above: Account page with Andrea Valant's brief biography and the badge indicating his collaboration in the project

The contribution

Under our guidance, Terna selected about twenty electric energy-related Wikipedia entries out of more than eighty mapped, based on the consistency of the entries with the company’s expertise. Then, with the explicit support of the community, Terna contributed to sixteen of them, in two cases writing more than half of their content. All edits made on Wikipedia (most of them were made directly in the entries) have been accepted.

This is unique for Wikipedia. As far as we know, Terna is the first Italian a company that has contributed to sector-related entries and made its engineers’ skills available and at the service of the free encyclopaedia.


Currently, the project has a dedicated page on Wikipedia (here, in Italian) where every single step taken is explained and all content contributed to by Terna is listed.

The page was welcomed by the Wikipedia community. An editor wrote:

My compliments to this great project, which is perhaps one of the first (if not the only) in which the company gets involved and does so seriously and professionally, demonstrating its respect for the guidelines and modus operandi of Wikipedia

[the original version in Italian: Aggiungo i miei complimenti per l’ottimo progetto, forse uno dei primi (se non l’unico) in cui un’azienda “ci mette la faccia” e lo fa con professionalità e serietà, dimostrando di rispettare le linee guida e il modus operandi di Wikipedia]”

Above: The Wikipedia page dedicated to the project

Wikimedia wrote a blog post (here, in Italian) dedicated to the project titled: Companies and Wikipedia, instructions for use: Terna’s experience (“Aziende e Wikipedia, istruzioni per l’uso: l’esperienza di Terna”).

In the post, it highlighted that the relationship between Wikipedia and companies has never been easy. In fact, companies often try to manipulate content on the encyclopaedia to fit their corporate narrative, making their entries promotional and biased, not neutral as Wikipedia demands.

Despite this tendency, they wrote that Terna represents a good example of how companies should behave on the free encyclopaedia.

Above: Wikimedia's article featuring Terna's contribution to the free encyclopedia



Reporting: from disclosure to presenting the investment story and company value

#Content and stories
#Understanding trends


Already in 2013 Telecom Italia felt the need to create a new communications channel – going beyond the annual report’s strict focus on disclosure – to narrate the story of the company’s achievements. The goal was to strengthen stakeholder relationships and the corporate brand.

The project was successful and was continued also in the following years. As part of Telecom Italia’s financial reporting, it conveyed the new strategic direction and a more consistent presentation of company investments and its role in the development of society.

Our work


We developed a new communications channel aimed at narrating the story of the company’s achievements to strengthen the corporate brand. We created a printed as well as an online version in order to reach out to different stakeholders.

We worked together with Telecom Italia and our partner KW Digital to define key messages and design the final products (a printed brochure and a dedicated website). Our work included:

  • Benchmark of international examples of hybrid reporting including both disclosure content and storytelling
  • Definition of key stories to be covered and selection of material (photos, videos, etc.)
  • Writing stories in Italian and English for presentation in both printed and digital versions


Building on our 2013 project we developed a new edition focussing on the Telecom Italia business strategy, using stories and example reach out to non-professional stakeholders.

We worked together with Telecom Italia to define key messages and select the stories to illustrate its business strategy and investments. Our work includes:

  • Developing stories in Italian and English for presentation in both printed and digital versions in a tight time frame
  • Design the printed brochure and support the development of a dedicated website, plus selection of related materials and links

Support the Telecom Italia team in presenting the project both internally and to external stakeholders


The project was the first example of a hybrid report in Italy, i.e. where the annual report available in PDF is addressed to professional users, while stories about the company are presented interactively, using images and videos.

The second project went beyond that done in the first year, as it not only told different stories about the company’s initiatives, but used narrative reporting as a way of putting into context the strategy of the company, its role in society and how sustainable and innovative the business is.