How Cibus Pluxee Boosted User Engagement and Achieved Outstanding Opt-In Marketing Rates with a Yearly Recap Interactive Video

Background

Cibus Pluxee is a digital platform offering solutions to manage and maximize employee benefits, primarily used in high-tech companies. The platform’s app allows employees to perform transactions from a budget provided by their employers, including meal delivery services, restaurant payments, and purchases at food, convenience, and pharmacy chains.

As of 2023, Cibus collaborates with approximately 9,000 restaurants and provides services to around 4,000 companies and organizations in both the high-tech and public sectors, serving about 420,000 employees.

With a large user base and a desire to increase both engagement and viral effect, Cibus sought an innovative way to create excitement around its service, motivating employees to share their experiences and interact with the content, all while driving opt-ins for their marketing communication.

Challenges

Cibus Pluxee wanted to increase brand awareness, user engagement and create a buzz with a fun and innovative video. The primary challenge was to present an engaging, personalized experience that would excite the tech-savvy employees, prompting them to interact with the content, share it, and take action —specifically, opting in to receive push notifications and marketing communications.

Solution

Blings developed a Yearly Recap video designed to highlight each of the Cibus Pluxee users’ unique experience with their app during the past year. The goal of the video was to tell a light yet compelling story on each user’s food-ordering habits and culinary preferences. The video featured 14 personalized data points for each user, showcasing their most trending activity with the platform, and included interactive fun questionnaires about the data that tested if users could predict their own results and sharing options.

The video was sent out to users early in January 2025, and essentially wrapped 2024, along with an in-app message displayed simultaneously to ensure high visibility and reach.

Key Features:

14 personalized data points showcasing each user’s activity over the year.
Interactive questionnaire embedded in the video to increase user engagement.
Call-to-action from within the video:
- Share the number of orders they did in their instagram story.
- Share their video with friends (or with themselves and watch again later).
- Opt-in for Cibus Pluxee’s marketing comms.

Results

The personalized video campaign yielded remarkable results in terms of both user engagement and conversion:

Video Engagement: The average watch time was 51 seconds.
Interactivity rate was 124% (so users performed more than 1 click in the video on average).
6.8% of video viewers opted-in to receive marketing communications. Almost twice the industry standard!

Conclusion

Cibus Pluxee’s personalized Yearly Recap video campaign successfully engaged users by offering them an interactive, data-driven experience that resonated with their individual and unique journeys on the platform. With impressive engagement rates, including a 124% interactive click-through rate, and a significant number of users opting in for marketing communication, the campaign demonstrated the power of personalized video content to drive results.

By offering an engaging, interactive experience while effectively using personalized data, Cibus Pluxee was able to meet its marketing objectives and set the stage for even more successful campaigns in the future, with a larger recipient audience. Moving forward, Cibus plans to continue leveraging personalized video content as a core strategy for engaging users and cultivating brand loyalty.