Workshop with SBB: from marketers to content heroes

A new content marketing strategy was defined for SBB’s e-business. To ensure its 40-member team could implement this new strategy effectively, the e-business division ran a project with Webrepublic including a final workshop. The result: 40 content heroes emerged, eager to take content marketing to another level; their newly designed content was of a better quality, more relevant and easily accessible across different platforms.

«With Webrepublic’s support, we have developed into an internal center of digital content experts.» - 

Oliver Tamas, Head of portal & Social Media


Case Study SBB: Content Heroes

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Project overview


  • 40 employees work in SBB’s e-business division.
  • A new content marketing strategy was defined for e-business.
  • The implementation of the new strategy will shape the way the team works in the long term.


  • Define and implement efficient internal processes in accordance with the content marketing strategy.
  • The team understands and supports the strategy and its implementation.
  • The new processes increase the effectiveness of the team’s work.
  • The team embraces content marketing. This leads to the emergence of content heroes that launch ideas and develop campaigns independently.


  • Data driven development of a comprehensive content marketing strategy.
  • Definition of processes, tasks, responsibilities and skills of content marketing team.
  • Design and implementation of an interactive kick-off workshop with the 40 members of the e-business team at Stade de Suisse in Bern.


  • The team implemented the processes and now uses the tools to work more efficiently and effectively.
  • Employees are motivated because they understand the digital strategy and feel its effects in their day-to-day work.
  • Ideas and work processes developed during the workshop were implemented successfully. Examples: rail style campaign, the SBB sheep (#sbbmääh)


«With Webrepublic’s help, we have developed into a leading content marketing department.» -

Oliver Tamas, Head of portal & Social Media


Video of the workshop




Company facts SBB

  • Sector: Public transport
  • Employees: 32,730 (2014)
  • Sales: CHF 8.542 billion (2014)
  • Established: 1902


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