Virgin Atlantic Accelerates Cabin Crew Engagement with AI-Powered Personalized Video Campaign
Virgin Atlantic needed to communicate a time-sensitive pay offer to its cabin crew, the airline faced a critical challenge: conveying complex, individualized information quickly, clearly, and securely. With employees needing to make informed decisions, clarity and speed were essential. To meet this challenge, Virgin Atlantic partnered with Idomoo, leveraging AI-powered personalized video technology to deliver messages that were not only understandable but also tailored to each individual employee. The campaign was a resounding success, achieving strong engagement and ultimately facilitating acceptance of the pay offer.
Turning Complexity into Clarity
Communicating sensitive information such as pay adjustments can be challenging, especially when details vary for each employee. Virgin Atlantic recognized that traditional email or text-based communications might fail to convey the nuances of the offer or engage recipients effectively.
“Using AI-assisted personalized video allowed us to communicate complex information quickly, clearly, and at scale, while keeping the message human and focused on our people,” said Matt Webster, Head of Cabin Crew Operations at Virgin Atlantic.
By combining visual storytelling with personalized data, the campaign presented each cabin crew member with a breakdown of their pay increase, estimated backpay, and other relevant details. Importantly, the videos were designed to maintain confidentiality and comply with data security standards, ensuring sensitive information was shared safely.
Personalized Videos for Maximum Impact
The AI-powered video campaign was distributed via email and tailored to each employee. Each video communicated exactly what the pay offer meant for the individual, translating abstract numbers into a clear, relatable context. The personal touch not only helped employees understand the offer but also made them feel valued and considered in the process.
“We wanted to make sure every colleague clearly understood what the pay offer meant for them personally,” explained Webster. “The campaign’s success showed us this approach really resonated. Personalized video enabled us to make the message both informative and human.”
By putting each employee at the center of the communication, Virgin Atlantic ensured comprehension, engagement, and trust—critical elements when the stakes are high.
Speed and Efficiency Through AI
Time was of the essence. Virgin Atlantic needed to produce and distribute these personalized videos quickly to enable employees to make informed decisions. Traditional video production processes, which involve scripting, editing, and individual customization, would have taken weeks, potentially delaying acceptance and causing confusion.
With support from Lucas, Idomoo’s AI video creator, Virgin Atlantic was able to accelerate video production by 75% compared to previous campaigns. Lucas streamlines the creative workflow, handling scripting, structure, and visual elements from a single prompt, while Idomoo’s platform automates personalization and rendering. This combination allowed Virgin Atlantic to produce videos faster without compromising on quality, accuracy, or brand consistency.
Delivering Measurable Results
The campaign yielded impressive results, demonstrating the effectiveness of personalized video as a tool for employee communication:
- 75% faster production time compared to previous campaigns.
- 91% completion rate for the personalized videos.
- Total views exceeded unique viewers by over 40%, indicating that employees revisited the content.
- The pay offer was successfully accepted, meeting all of Virgin Atlantic’s objectives.
By presenting complex pay details visually and personally, the videos reduced confusion, clarified individual impacts, and empowered employees to make informed decisions. The campaign effectively bridged the gap between critical information and employee understanding.
Secure, Scalable Technology
Personalized employee communications require not only speed and clarity but also strict security. The Virgin Atlantic campaign leveraged Idomoo’s Next Generation Video Platform, which is designed to manage sensitive data at scale. The platform supports real-time personalization while adhering to stringent security standards, including ISO 27001, SOC 2 Type 2, and ISO 42001, the global standard for AI management systems.
These safeguards ensured that employees’ personal pay information was protected, reinforcing trust in the campaign and the airline’s commitment to secure communication.
Making Internal Communication More Effective
“Internal communications are most effective when they’re clear, personal, and timely,” said James Golledge, Head of Sales for EMEA at Idomoo. “This campaign is a great example of how personalized video can transform employee communications, especially when the message is complex and the stakes are high. With help from Lucas, Virgin Atlantic was able to move fast without sacrificing quality—a true win-win.”
By combining AI-driven automation with personalized storytelling, Virgin Atlantic transformed a potentially complicated communication into a clear, engaging, and actionable experience.
How Lucas Streamlines Video Creation
Lucas, Idomoo’s AI video creation tool, reduces production time and costs by automating the most time-consuming steps of video production. From generating scripts and structuring content to creating visual elements, Lucas turns a simple input into a fully realized video. When combined with Idomoo’s real-time personalization technology, it allows organizations like Virgin Atlantic to deliver high-impact video content at scale.
This approach enables brands to turn complex, high-stakes messages into moments that resonate, engaging employees, enhancing comprehension, and improving satisfaction.
Personalized Video as a Strategic Tool
The success of Virgin Atlantic’s campaign highlights the strategic value of AI-powered personalized video in internal communications. Key benefits include:
- Faster production cycles: 75% reduction in creation time allows timely delivery of critical messages.
- High engagement rates: 91% completion and repeat viewings demonstrate that employees actively absorb the information.
- Enhanced comprehension: Personalized visuals help employees understand complex information specific to their situation.
- Scalability: AI-driven platforms enable organizations to communicate with large, diverse teams without losing personalization.
- Security: ISO-certified systems protect sensitive employee data.
This model can be applied to a wide range of internal communications, including HR announcements, policy changes, training, benefits updates, and operational messages.
A Win for Employees and the Organization
By adopting AI-powered personalized video, Virgin Atlantic not only communicated the pay offer more effectively but also reinforced its commitment to employee engagement and well-being. Employees received information that was relevant, clear, and easy to act upon, while the airline benefited from faster production cycles, reduced manual effort, and higher engagement.
“This campaign proves that technology can make internal communications both efficient and human,” Webster noted. “Our employees felt informed and valued, and we achieved our objectives faster than ever before.”
The success of this campaign positions Virgin Atlantic as a leader in digital transformation for employee engagement. The airline has demonstrated that AI-powered personalized video is more than a communication tool—it is a strategic enabler that combines speed, clarity, and personalization while safeguarding sensitive information.
As organizations face increasingly complex internal communication needs, Virgin Atlantic’s experience shows that integrating AI into employee engagement strategies can deliver measurable results, enhance understanding, and strengthen trust between employees and the organization.
With tools like Lucas and Idomoo’s personalization platform, companies can turn high-stakes, complex messages into engaging, humanized content that resonates at scale—unlocking new opportunities for internal alignment, employee satisfaction, and operational efficiency.
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