Kilo Health: “A Holistic Approach Can Yield Powerful Results”

An interview with the winner of the Best Internal Communications Strategy award

In November 2023, we held our annual Engage Awards ceremony, recognising those who have implemented outstanding employee engagement strategies.

Kilo Health took home the Best Internal Communications Strategy award for developing three campaigns, each building on the previous one while maintaining a consistent message.

In an interview, Kilo Health’s Head of Communications Monika Jura Jakuciuniene has now revealed how they engaged employees by taking a holistic approach, using different channels and formats.

CONGRATULATIONS ON WINNING THE 2023 BEST INTERNAL COMMUNICATIONS STRATEGY AWARD! COULD YOU PLEASE INTRODUCE KILO HEALTH AND YOUR ENTRY?

Kilo Health stands at the forefront of the digital health and wellness industry, serving over 6.5 million customers worldwide. In 2022, we have been recognised as the second fastest-growing company in Europe by Financial Times FT 1,000 and Deloitte Technology Fast 50.

With a team of 600+ experts spread across 5 European cities, we are dedicated to revolutionising healthcare. Our portfolio boasts over 30 innovative digital health products that cater to chronic disease management, mental health improvement, and healthy habit change.

At Kilo Health, we prioritise our community of 600+ talented individuals, guided by our core value of "It’s all about the people." With our new mission and vision, we aim to elevate our communication and take things to the next level. Through a strategic plan spanning a year and a half, we have developed three captivating campaigns that not only showcase our mission and vision, but also actively integrate them into our daily operations.

YOU LAUNCHED THREE CAMPAIGNS TO CONVEY KILO HEALTH’S EVOLUTION FROM A START UP TO A MORE CORPORATE ORGANISATION. HOW DID THESE CAMPAIGNS BUILD ON ONE ANOTHER?

I am delighted that each campaign complemented the others, creating a seamless flow, and delivering a strong cohesive message, which became deeply ingrained in the minds of our team. The first campaign, centred around embracing growth and staying true to our values, began with captivating video teasers. These teasers effectively conveyed that our company was evolving into a more corporate structure with a new mission and vision, while also emphasising that our core startup values remained intact. Over a span of one and a half months, we generated excitement and anticipation for an event that would bring together more than 500 international employees. It was during this event that our mission and vision were officially presented.

Following the event, we launched the "What Mission and Vision Truly Means" campaign. This month-long campaign utilised both online and offline activities to demonstrate how each employee could contribute to and align with the mission and vision. One example of this involved deconstructing client testimonials to showcase how the efforts of each employee had directly impacted the lives of our clients.

The final campaign introduced the prestigious "Chief Mission Officer" award. Each month, employees had the opportunity to nominate colleagues who had exemplified dedication to our mission. We conducted surveys and made video announcements to highlight these exceptional individuals. The pinnacle of this campaign was an awards ceremony held in December, where we honoured the "Chief Mission Officer" of the year. This award recognises the employee who has made the most significant contributions to our mission.

WHAT WERE THE DIFFERENT CHANNELS AND FORMATS YOU USED?

We strongly believe in the power and impact of face-to-face meetings and the authentic emotions they generate. That is why we decided to augment our online efforts with offline engagement.

To kickstart our campaign, we organised a grand event at the Opera and Ballet Theatre, creating excitement and anticipation around our cause. We also utilised our general Slack channel and weekly newsletter to tease and communicate details about the event.

Entering the second phase, we recognised the challenge of reaching all members of our audience who may not regularly check their emails or engage on Slack. As a solution, we adopted a combination of online and offline communication each week. We found that offline methods, such as posters and a photo booth, had a tangible impact and effectively sparked curiosity.

Through our commitment to both online and offline communication, we are determined to ignite interest and foster meaningful connections with our audience. 

FINALLY, WHAT LESSONS DID YOU LEARN DURING THE DEVELOPMENT AND EXECUTION OF THE CAMPAIGNS?

Throughout the development and execution of this campaign, we have discovered the vital importance of consistency. It is crucial not to assume that your colleagues will fully understand the message from the initial post alone. If the message is significant, engaging in continuous and cohesive communication becomes essential.

In addition to utilising various online channels, consider incorporating offline methods as well. This holistic approach can yield powerful results. 

If the message is complex or challenging to comprehend, it is beneficial to add a touch of lightness and fun. This can greatly enhance its memorability and resonance.