My Diageo Benefits
 

GIVING EMPLOYEE BENEFITS MORE SPIRIT AT DIAGEO

Refreshing employee benefit communications at Diageo to increase engagement.









The new campaign design for 2026


















THE NEED FOR A FRESH APPROACH TO BENEFITS CAMPAIGNS





Diageo UK needed to re-energise annual employee benefits enrolment for a workforce of 4,500 employees, improving early engagement and sustaining participation.





Previous campaigns had plateaued, and the brief for 2026 was clear: refresh the look and feel, reach harder-to-engage audiences, and create momentum from day one.


















BENEFITS CAMPAIGN STRATEGY





Diageo needed everyone, irrespective of their role and location to clearly understand and be excited by the benefits that were on offer, some of which were quite complex. 





To do this, we developed a rebranded enrolment campaign that better reflected Diageo’s personality and tone of voice, supported by a multi-channel communications strategy:





    

  • Digital meets Physical: We blended high-impact Viva Engage content and laptop lock screens with physical on-site assets to ensure we met people exactly where they were working.
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  • Empowering the Advocates: We didn't just talk to employees; we gave Managers and "Wellbeing Warriors" the toolkits they needed to lead the conversation locally.
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  • Moments of Momentum: We turned the first 24 hours into a launchpad for future participation.
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By focusing on visibility, simplicity and early momentum, while putting the focus on the individual, the programme encouraged employees to explore their options and make informed benefit choices.
























IMPACT OF THE BENEFITS CAMPAIGN





The enrolment programme delivered a strong uplift in early engagement and sustained participation. 





Our new approach to benefits communications and wider reach drove higher first-day activity, strong visibility across internal channels and steady benefit take-up, creating a solid foundation for future optimisation and targeted engagement.





Key results





    

  • 23.6% first-day sign-in rate, up from 16.98% the previous year
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  • 31% of employees actively enrolled in at least one benefit
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  • 9,450 views of benefits content on Viva Engage
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  • Nearly one-third of the workforce engaging with benefits during enrolment
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  • Over 19,400 benefit page views, over 2000 more than the previous year
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'Blue Goose turned insight into action with significantly stronger early engagement paired with creativity that reflected Diageo's personality to drive real impact.'





- Jamila Pericleous, Head of Reward UK & Ireland - Diageo










My Diageo Benefits