Case Study: EnerSys Turns Leadership UGC into Daily Global Reach

Key Takeaway: Leadership-backed, sales-first UGC turned Studio into a daily habit at EnerSys: 100+ client-side users in 45 days, momentum compounding globally.

Executive Summary

EnerSys adopted MarketScale Studio to simplify content creation, unlock authentic user-generated video, and scale internal and sales communications. With executive sponsorship and a clear use case for sales outreach, EnerSys integrated Studio into national sales training, quarterly town halls, and day-to-day communication.

In the most recent 45-day period, 100+ client-side users logged in, 59 uploaded or recorded content, VIP partners engaged, and 200+ edit requests flowed through from 46 unique users. Activity expanded across EMEA and into OEM partner programs, demonstrating a repeatable blueprint for enterprise UGC adoption that sustains momentum.

“Leadership communicates the use of Studio from the top down.” – Christina Marcelin, UGC Coach, MarketScale

Client Overview

Company: EnerSys

Industry: Stored energy solutions for industrial and mission-critical applications

EnerSys is a global leader in stored energy solutions, providing batteries, chargers, and power systems for industrial and mission-critical use cases worldwide, with a long history of innovation and global operations. According to EnerSys, it serves the global community with mission-critical stored energy solutions focused on efficiency, reliability, and sustainability. (enersys.com)

The Challenge

Before adopting MarketScale Studio, EnerSys reported:

• Fragmented content management and access, with difficulty controlling and distributing assets to the right teams.
• A desire to raise the quality and authenticity of video content for sales, culture, and brand.
• A need to capture more customer-focused UGC to boost engagement and sales enablement.
• Pressure to move faster, where a reliable 48-hour edit turnaround was an important service expectation and selling point.

The UGC Strategy

MarketScale and EnerSys focused on four levers:

1. Top-down reinforcement: Leadership modeled and promoted Studio at every level.
2. Multiple internal touchpoints: Studio was embedded into major moments to normalize participation.
3. Sales-first use case: Sales teams recorded concise outreach and follow-ups, often ending clips with a digital business card to drive next steps. This gave Studio a clear, daily job to do.
4. Expansion through VIPs and regions: UGC Coach Christina drove continuous experiments, including onboarding VIP users and OEM partners and rallying EMEA teams.

“I always go forward to the client with whatever new initiative it might be.... We have seen a ton of activity from EMEA users.” – Christina Marcelin, UGC Coach, MarketScale

Campaign Execution

1. Leadership Alignment and Internal Comms: Executive messages recorded in Studio, cascaded to teams, and reinforced at sales trainings and town halls.
2. Sales Outreach Playbook: Reps published short product-segment clips tailored to specific buyer needs, with a business-card end slate to prompt replies and meetings.
3. VIP and OEM Partner Onboarding: Selected internal VIPs and OEM partners were provisioned into Studio to widen content sources and accelerate expertise sharing.
4. EMEA Activation Sprint: A targeted push equipped EMEA teams with prompts and examples, resulting in a visible surge in activity.
5. Rapid Edit Pipeline: Editors processed frequent, lightweight requests so creators saw quick turnarounds, reinforcing the habit of recording and iterating.

“During their national sales training, MarketScale had a segment. During their quarterly town halls, MarketScale has a segment.” – Christina Marcelin, UGC Coach, MarketScale

Results & Impact

As of mid-August, here's a rolling 45-day snapshot for how EnerSys turned it's leadership-driven UGC mission into objective results.

• 104 user logins.
• 59 users uploaded or recorded content.
• 21 VIP guest logins and 16 VIP guests who uploaded/recorded (external communities activated).
• 215 edit requests from 46 unique client-side users, representing about 71 percent of all edit requests in the period.
• Consistent growth in adoption indicators over roughly ten weeks, reflecting steady week-over-week participation and content volume.

Qualitative wins

• Culture shift toward presence and iteration over perfection, fueled by leadership visibility.
• Sales teams adopted repeatable, on-message outreach clips with clear calls to action.
• Global footprint strengthened as EMEA teams increased recording and sharing activity.
• Collaboration muscle grew through VIP and OEM partner participation, widening subject-matter coverage.
  

Competitive Advantage

A decentralized, leader-endorsed UGC model created more touchpoints, more voices, and more timely content than a centralized, polished-only approach. By anchoring Studio to daily sales workflows and executive communications, EnerSys turned content into a habit rather than a campaign.

Lessons Learned

1. Executive reinforcement is the flywheel. Visible leadership usage normalizes creator behavior at scale.
2. Give Studio a job. A sales-first use case drives daily volume and measurable outcomes.
3. Expand through champions. VIP users and partners seed new content streams and broaden expertise.
4. Make momentum visible. Quick edits and frequent publishing reward creators and sustain participation.
   

EnerSys shows what happens when leadership, communication, and collaboration align around MarketScale Studio. With executive sponsorship, a clear sales-first workflow, and expansion through VIPs and partners, the organization built a durable UGC habit that engages teams globally and keeps valuable content moving every day.