Personalised videos - the future of your plan communications?

​In a world where even your take-away coffee comes with your name on it, customers have come to expect companies to communicate to them as an individual – not a target market. And nowhere is that more relevant than with a share plan, where each participant will hold different shares, at different times and in different plans.

This presented the ideal opportunity to create a highly personalised experience for participants and so Unilever worked with us to create personalised videos for their plan participants.

​Why was the video needed?

 
The video was created for participants in the Management Co-Investment Plan (MCIP). Although take-up for the plan was high, few participants really understood the plan, particularly how the results of the company affected the number of shares that vested at the end of the three-year period.
 
Despite reaching enrolment targets, they weren’t succeeding in aligning employees with the goals of the company and increasing employee loyalty. The participants weren’t aligning the success of the business with increased share value.

How was the message personalised?

The video had four personalisation touchpoints to help participants understand the full value of their plan; this included their name, how much they had invested at the start of the plan, how their investment had grown over time, and crucially how Unilever’s performance over the past three years affected the value of their shares giving them the final amount they will receive at vest.   

​What did employees think?

Andrew Forsythe, Global Reward Director - Equity & Mobility, Unilever

The results

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