Flimp Case Study: Employee Communications

Global Video Communications Campaign

Client: Citrix Systems, Inc.

About Citrix

Citrix Systems, Inc. is a leading provider of virtualization, networking and software-as-a-service (SaaS) technologies for more than 230,000 organizations worldwide. Citrix customers include 99 percent of Fortune 500 enterprises and thousands of small to midsized businesses worldwide. When Citrix needed to introduce a new online learning system to its global employees they chose Flimp® Rich Media.

Marketing Objective

To facilitate the rollout of a new Learning Management System (LMS) internally named MyLearning, the Learning and Performance Solutions Department at Citrix wanted to create an integrated communications campaign for employees across the world. A Citrix employee recommended using Flimp to create, distribute and track this campaign. "We wanted to use audiovisual content - to do something different to complement our offline messaging," said Jonathan Gibbs, Training Manager, Learning and Performance Solutions.

The Citrix Flimp Campaigns

Preceded by a teaser campaign, the flimp video communications introducing MyLearning were launched by geographic location along with nearly simultaneous "lunch and learn" sessions and webinars facilitated by the company's own GoToWebinar product. Citrix sent the MyLearning video campaign brochure to its domestic and international offices in Europe, the Middle East, Africa, Hong Kong, Singapore, China, Japan and Australia. For the Pacific region, Flimp Media transcribed videos with both Chinese and Japanese subtitles. A member of the Citrix Executive Management Committee - David Friedman - general counsel and SVP of Human Resources, served as the talent for an employeecentric employee centric video. Using a senior staff member to create a personal message leant lent a certain gravitas to the campaign, especially for global employees. Citrix extensively pre-tested the flimps to make sure that they would work on different internal server structures. "We were able to hand off communication for each campaign to our local IT employees in each geographic region," Gibbs said. "We appreciated the Flimp team's ability to deal directly with the technical elements."

Citrix's Campaign Results

The Flimp campaign enabled Citrix to attract the attention of their employees and get them interested in the MyLearning system. "There was some inherent, intrinsic interest in the flimps because they were different," Gibbs said. "They weren't just a poster or a standard corporate PowerPoint. The audiovisual content grabbed attention and the tracking features gave us insight into each Flimp's performance. It wasn't just a 'spray and pray' program - we knew that we reached employees." As a result of the six separate Flimp campaigns, Citrix employees spent over 143 total hours engaged with the MyLearning message, with an average employee viewing time of 4.1 minutes. Response links integrated into the the MyLearning flimps generated an average viewer click through rate of 65.38%. "Flimp helped us make MyLearning a one-stop shop at Citrix," Gibbs said. "Our Flimps exposed employees to MyLearning and made them interested enough to make it a daily part of their Citrix experience."

Using FLIMP, a rich media email marketing campaign was created, launched and tracked by viewer email address to introduce MyLearning to Citrix employees. The FLIMP was distributed to Citrix offices in Europe, Africa, Asia, and across the United States.