When internal communications are time-sensitive, complex and deeply personal, getting the message right matters just as much as getting it out fast.
That was the challenge Virgin Atlantic faced when communicating an important pay offer to its cabin crew — and it’s where our AI-powered Personalized Video proved to be a game-changer.
A Time-Sensitive Pay Offer
When Virgin Atlantic needed to communicate a time-sensitive pay offer to cabin crew employees, clarity and speed were critical. To meet that challenge, the airline partnered with Idomoo to deliver an AI-powered personalized video campaign that made the offer easy to understand and relevant for every individual employee.
The Personalized Video was sent via email and included a clear breakdown of what the pay offer meant on a personal level, including pay increases, time off benefits and estimated backpay, while ensuring sensitive information was communicated securely.
A Human Approach to Complex Information
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Virgin Atlantic considered the campaign a success on all fronts.
“We wanted to make sure every colleague clearly understood what the pay offer meant for them personally,” said Matt Webster, Head of Cabin Crew Operations at Virgin Atlantic. “Using AI-assisted personalised video allowed us to communicate complex information quickly, clearly and at scale, while keeping the message human and focused on our people. The campaign’s success showed us this approach really resonated.”
Because the offer required employees to make an informed decision, Virgin Atlantic needed the videos produced and distributed quickly. With support from Lucas, our AI video creator, the team significantly accelerated the creative process, reducing production time by 75% compared to their traditional video campaigns while maintaining accuracy, quality and brand consistency.
Campaign Success
The result was a highly successful internal communications campaign that not only drove strong engagement but also helped employees understand the value of the offer, which was ultimately accepted.
According to an internal survey, an overwhelming majority of employees also noted that they found the video helpful.
Campaign highlights:
- Virgin Atlantic was able to produce the videos 75% faster than past campaigns.
- The Personalized Videos had an impressive 91% completion rate.
- Total views exceeded unique viewers by over 40%, indicating repeat viewing.
- The pay offer was accepted, with the Personalized Videos achieving all of Virgin Atlantic’s objectives.
The Personalized Videos were rendered on our Next Generation Video Platform, enabling Virgin Atlantic to tailor content dynamically for each employee at scale. By presenting complex information visually and personally, the videos helped cut through confusion and ensured employees knew exactly how the offer applied to them. Data was handled securely, backed by Idomoo’s extensive security protocols and credentials, including ISO 27001, SOC 2 Type 2 and ISO 42001, the global standard for AI management systems.
“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 personalised 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.”
Why AI Personalized Video Works for Employee Comms
Lucas saves time and money in the video creation process by handling everything from scripting and structure to visual elements, all from a simple prompt, helping brands launch campaigns faster and more efficiently.
Combined with Idomoo’s real-time personalization technology, organizations can deliver high-impact video content at scale, turning key messages into moments that resonate. AI video is especially helpful for employee communications and training since HR and L&D teams — who often have limited video resources — can create campaigns themselves, no studio needed.
Virgin Atlantic’s campaign shows what’s possible when speed, clarity and personalization come together. By using AI-driven Personalized Video, the airline was able to communicate a complex, high-stakes message quickly without losing the human touch.
If you want to move fast while staying personal so everyone understands the message, Lucas can help. We’d love to introduce you.
