Evonik emphasizes its DNA with the launch of EDNA, its new digital spokesperson

2023 is a special year for Evonik in Brazil and the Central and South America region as it marks 70 years of activities in Brazil and 10 years of production in Argentina, where the company has been present for 55 years now. Evonik celebrates its achievements, its progress and the challenges it has overcome over these seven decades with the launch of EDNA, its digital spokesperson.

The virtual mascot embodies Evonik’s DNA and represents each person who was part of this journey. It embodies the attributes that are part of the company's history, such as creativity, innovation, diversity and the purpose of building a better and more sustainable future. At the same time, it represents individuality and respect for the essence of each one, reflecting that we all have a set of characteristics that make us unique.

"EDNA was born with the genuine mission of breaking unconscious biases that we all have in some way, demonstrating that when we unite different knowledge and experiences, we become even stronger," explains Regina Barbara, head of Communications & Events Central & South America.

She points out that the campaign is an engaging initiative that seeks to embrace the diversity and uniqueness of each employee, showing that although there is only one Evonik DNA, each country and each location where the company operates has its own characteristics and that this cultural richness is what makes it stronger and more innovative.

Campaign structure

The journey to celebrate 70 years of activities in Brazil and all the achievements obtained in the region, began with a video to present of EDNA to all employees through internal channels, such as intranet and email marketing and also social networks.

In addition to the presentation video, teasers were created for the first headlines for the campaign and a hotsite to house all interactions and next steps of the initiative, which includes an invitation from EDNA for employees to share stories, memories and curiosities about the company.

The campaign will also encourage employee interaction through a monthly quiz and the "knowledge week", which will address the most interesting topics, deepening participants' involvement.

EDNA will be the spokesperson for key corporate messages about Evonik’s DNA and therefore the campaign includes interaction and engagement with customers and external partners through social media and marketing actions.

The virtual spokesperson was enthusiastically received by employees, who felt represented by her and motivated to interact with the novelty. Many are already using EDNA artwork in their email signatures, background screens and social media.

Evonik is proud to celebrate its 70 years of activities in Brazil and all its achievements in the Central & South America region, and the "Journey with EDNA" campaign reflects the company's commitment to recognizing and appreciating each employee who has contributed to its success.