The pharmaceutical giant has successfully adapted the ‘video blog’ trend to the corporate web.
GSK has created a series of video blogs – known as ‘vlogs’ – featuring an employee who spent six months on a company-sponsored volunteering programme in Kenya, which finished in December 2016.
Vanina Kacheva, an area marketing manager for Central and Eastern Europe in GSK’s healthcare business, created five vlogs during her stint advising Save the Children on its communications.
They are two-minute to three-minute video diaries, in which Vanina speaks directly to camera about her experiences, in the style of popular video blogs on YouTube. The vlogs are located on the corporate website in the Responsibility section, and on YouTube. GSK promoted Vanina’s final vlog on Twitter in December.
GSK has taken the trend for vlogging, popular among internet marketers and millennials, and adapted it effectively for the corporate web.
A volunteer programme, which gives employees interesting new experiences to share, is a natural application. You need an employee willing to go on camera, but an advantage is that with vlogs, lack of high production values or professional presenting skills is an advantage, and adds to authenticity.
Vlogging could have a number of uses in the corporate context – employee profiles are an obvious one, but there are surely many others.