Engaging employees with a global, inclusive platform
Fenix Outdoor’s collaboration with Relesys led to the development of a custom app, designed not just for internal communication, but for fostering a sense of community. As a company that operates across many countries and brands, Fenix Outdoor understands that creating a feeling of belonging within such a diverse workforce requires more than just compliance - it’s about celebration and connection.
One of the key features of the app is the focus on celebration over compliance. While compliance remains essential, Fenix Outdoor realized that by celebrating achievements, milestones, and events, they could naturally draw employees in. The news wall within the app is used to highlight these celebrations, making it more of a space to bring people together rather than simply enforcing rules.
The impact? Employees from all corners of the company - whether working in an office in Sweden or a warehouse in Germany - feel connected and part of a larger mission.
Our team is spread across the globe, and we want each person to feel part of something bigger while staying connected to one another. We also believe it's important for everyone to have a voice. The app helps us foster this sense of belonging and unity.
Ulrik Angaard
Global Head of Communications at Fenix Outdoor AB
Keeping it personal to drive engagement
To keep the sense of connection alive, Fenix Outdoor consistently runs campaigns that not only educate, but also engage and entertain employees. For example, every year in June, with the UN’s sustainability initiatives, they celebrate Sustainability Month. The app undergoes a redesign during this time, and they share stories and launch campaigns like “Another Way of Traveling,” highlighting eco-friendly travel solutions.
One of their recent standout campaigns was a video created by an employee traveling from Stockholm to Hamburg via night train, styled in a TikTok format. With added educational elements, the video garnered significantly higher engagement than traditional text or image posts. This is a perfect example of how adapting content to modern formats and employee preferences can boost interaction and engagement within the app.
Encouraging participation with creative initiatives
Fenix Outdoor gets higher app open rates and engagement when people are motivated to participate in fun, engaging activities through the platform. The #biketowork campaign, for instance, allowed employees from different countries - South Korea, Germany, the UK, Denmark, and Sweden - to showcase how they commute to work. As part of the campaign, a lottery was held for participants, with the prize being a complete set of bike gear from Fjällräven, which helped further drive engagement.
Another successful campaign was the #MyExpedition challenge, where employees were encouraged to share their best images featuring Fjällräven’s iconic 50th Anniversary Expedition Jacket. The best photo was awarded the coveted jacket, and the images gathered during the campaign will be featured in an upcoming Fjällräven global marketing campaign later this year.
Fostering ongoing engagement
After campaigns like #biketowork, engagement doesn’t drop off - it continues for a while and gives Fenix Outdoor an opportunity to reengage and keep creating new content. This sustained engagement is crucial for keeping employees connected to the company’s mission and values.
Looking ahead, Fenix Outdoor is focusing on localizing content creation to ensure that employees across all regions feel represented. Local ambassadors, inspired by Relesys’ work with Vestas, will help drive localized campaigns and content, ensuring that the app remains relevant to each region while maintaining a global sense of belonging.
The App: the go-to place for Fenix Outdoor employees
Thanks to the ongoing development and engagement campaigns, Fenix Outdoor employees now see the app as the go-to place for information about the company. Whether it’s the latest product launch, a sustainability update, or a new campaign, employees know they can count on the app to keep them informed and engaged. App stakeholders are now taking ownership of the platform, pitching ideas, and driving its continued evolution.
The platform has become more than just a communication tool - it’s a collaborative space where employees can feel connected, informed, and excited about the future of Fenix Outdoor. By combining technology with a culture of celebration and inclusion, Fenix Outdoor is leading the way in creating a sense of belonging that extends across companies, borders, and departments.
Key learnings
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Focus on celebration over compliance: Engaging employees through celebration, rather than purely focusing on compliance, creates a positive and inclusive company culture that encourages participation and connection across different departments.
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Use creative campaigns to drive engagement: Tailoring campaigns to employee interests and modern content formats (like TikTok-style videos) can significantly boost engagement. Make campaigns fun and relatable, such as sustainability initiatives or challenges like #biketowork.
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Leverage local ambassadors for regional relevance: Empowering local ambassadors to create region-specific content helps ensure that employees across different countries and regions feel represented and connected to the global mission.
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Use consistent engagement to sustain participation: Regular campaigns and consistent content updates keep employees engaged long after specific events or campaigns have ended. This helps build a culture of ongoing participation.
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Combine learning with premium design: When rolling out e-learning initiatives, ensure the platform is user-friendly and visually appealing. High-quality design makes training feel more premium and encourages employees to take part.
Fenix Outdoor’s partnership with Relesys has revolutionized the way they engage their employees. Through creative campaigns, celebration-focused communication, and localized content, the app has become a powerful tool in fostering a sense of belonging. As they continue to evolve and innovate, Fenix Outdoor is proving that with the right approach, technology can help create a connected, inspired, and engaged global workforce.
Want to learn more about how Relesys can help your brand connect more meaningfully with employees? Check out our client stories.
