In December 2023, JTI Philippines wanted to transform the often overlooked, year-end performance reviews into a meaningful and engaging process for its 4,500 employees. The goal was to inspire timely participation and foster a culture of continuous feedback and improvement across a diverse workforce, from corporate offices to factory floors and sales teams nationwide. JTI teamed up with employer branding agency Workbean to build a campaign that would breathe life into the process.

At the heart of the campaign was the key message: “Performance Mo ‘Yan, Dasurv Mo ‘Yan!”, which means “It’s your performance, you deserve it!”. The tagline reinforced the fact that performance reviews are not just a requirement, but a well-deserved opportunity for personal and professional growth. By using casual, relatable language, JTI ensured that the campaign felt approachable and relevant to everyone, regardless of their role or background. The campaign transformed a typically mundane activity into an engaging experience that employees could connect with on a personal level, inspiring them to actively participate and take ownership of their performance reviews.

The campaign was rolled out over 1.5 months, with a three-part video series at the core. These included a message from the people and culture director, fun skits from the HR business partner team, and employees across a number of roles breaking down the process in a fun way. This was supported by a dynamic content rollout on JTI PH’s Workplace platform, featuring weekly posts with vibrant visuals and catchy captions to sustain momentum and curiosity. The campaign’s simplicity and cultural relevance made it relatable, driving home the message that performance reviews are a shared journey. The campaign achieved a 99% participation rate in end-of-year reviews without the need to enforce a heavy compliance message to employees.