Humanscale is a global leader in ergonomic workplace design. From award-winning monitor arms to high-performance seating, their products appear everywhere – from corporate offices to major TV series and global advertising campaigns.

With a large, globally distributed sales team operating across North America, Europe, and Asia, Humanscale’s brand visibility doesn’t just rely on corporate marketing. It depends on people.

And that’s where the challenge began.

The challenge

‍Great content, no scalable way to share

Before Haiilo, Humanscale’s marketing team had one main way of equipping sales with social content:

Mass emails. Image attachments. Copy pasted captions.

It wasn’t scalable. And it wasn’t working.

• Content got buried in inboxes
• Sales reps had to manually download images
• Captions had to be copied and reformatted
• Global teams across different platforms lacked consistency
• Marketing campaigns weren’t amplified in sync
  

At the same time, something interesting was happening.

Many sales reps were already active on LinkedIn. Some were even creating their own posts by pulling images from internal folders or the company website. Others wanted to post, but didn’t know what to say or where to start.

There was demand. There was content. But there was no system connecting the two.

Humanscale needed a single, global platform that could:

• Centralize content
• Support multiple regions
• Make sharing effortless
• Align sales and marketing around the same campaigns

The solution

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A global, gamified advocacy hub

Haiilo gave Humanscale exactly what they were missing: one accessible platform for every region and every rep.

Instead of chasing email attachments, sales reps can now:

• Log in anytime
• See available campaigns
• Access ready-to-share content
• Personalize posts
• Share directly to their social networks

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“It’s been so smooth. Everything is accessible. The team is responsive. It’s very self-serve.”‍

_{Claire Wilson | Digital Marketing Analyst}

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Why it works internally

1. Ease of use
   The platform is intuitive for both admins and users. New reps can pick it up quickly.
   
   
2. Customizable groups and channels
   Different regions and initiatives can be organized clearly.
   
   
3. Built-in resources
   Training materials and guidance live inside the platform.
   
   
4. Gamification that actually motivates
   This became a major adoption driver.
   

Humanscale introduced:

• A points-based system
• Gift card rewards
• A competitive leaderboard
• Public recognition of top advocates at the annual year-end event
  

They see plenty of friendly competition. But more than that, they now see real engagement and consistent posting.

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Power users: From social enthusiasts to brand amplifiers

Interestingly, Humanscale’s biggest advocates were already strong social users before Haiilo.

Previously, they:

• Grabbed product images manually
• Created their own posts
• Promoted campaigns independently
• Haiilo didn’t create their enthusiasm, it amplified it.
  

Now, those same reps:

• Post more frequently
• Access fresh campaign content faster
• Continue creating their own content alongside official posts
• Act as internal champions for advocacy
  

And the impact compounds. When sales reps tag Humanscale in posts, they boost visibility, they expand networks, and they grow brand reach (and trust) organically.

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Creative use case‍

One of Humanscale’s most innovative use cases involves product placements.
Their chairs and desks frequently appear in Netflix series, Hulu productions, and commercials Unfortunately, due to licensing and legal constraints, Humanscale sometimes cannot post these clips or images directly on their owned brand channels. But employees can.
The marketing team is now building advocacy campaigns that encourage reps to share those appearances on their own networks, potentially even rewarding proposed posts with additional points. It's a smart way to unlock organic visibility while respecting legal boundaries.

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The results:

More alignment, more visibility, more global connection

While direct attribution is still evolving, the broader impact is clear.

1. Strong LinkedIn growth
   Humanscale has seen meaningful LinkedIn growth over the past year, amplified by employee tagging and sharing.
   
   
2. Better campaign alignment
   Advocacy is now baked into marketing planning. When campaigns are outlined, Haiilo content is part of the process from day one.
   
   
3. Greater global transparency
   Sales teams now see what’s happening across regions:
   
   - Canadian events
   - Showroom openings in China
   - Regional activations
   - Product launches
   
   This visibility builds cultural cohesion and cross-market awareness.
   
   
4. Increased marketing awareness inside sales
   Advocacy has strengthened the connection between marketing and sales. Reps now have clearer insight into campaign priorities and messaging focus.

What’s next

Expanding international adoption

Humanscale’s next goal is clear: bring even more international users onto the platform.

With global adoption growing, the focus is on:

• Expanding advocacy across regions
• Increasing participation among less-active social users
• Continuing to evolve gamification
• Encouraging more user-generated post proposals
  

Now that there is a unified, scalable system that connects marketing and sales globally, the foundation is already there.