On 5th June 2025, the 7th edition of the Mobile Learning Awards (MLA) once again celebrated our clients’ most inspiring projects. After highlighting the Best Course, Best Integration and Best Launch, we now turn our attention to the Best Campaign category, that spotlights the most engaging and creatively animated initiatives.

The jury’s decision was guided by three main criteria:

• The campaign strategy, evaluated based on its ability to mobilise employees and bring meaning to the initiative,
• Execution, measured by the clarity of the initiative, the creativity of the formats and the coherence of the communication,
• The overall impact, assessed by level of engagement, the emergence of new learning dynamics and the strength of the emotional connection with the brand.

This year, Valmont won the prize with its ambitious and federating campaign, Let’s Celebrate Passion. We take a closer look at the key elements of this inspiring initiative.

THE WINNER

For the last 40 years, the Swiss premium cosmetics brand, Valmont has blended cutting-edge scientific innovation with a refined sensory experience. Renowned for its anti-aging expertise and its exceptional cellular skincare, the brand is now present in more than 55 countries.

To train its field teams and guarantee an expert client discourse, Valmont leverages ValmontCube, the mobile learning application it launched in 2021. Designed as a core business tool, the application helps beauty advisors and spa therapists to develop mastery of the brand’s products, ingredients and scientific expertise. It also enables the transmission of Valmont’s DNA and ensures continuous skills development across teams, delivering an impeccable customer experience.

ANNIVERSARY CAMPAIGN

Celebrating and engaging

In 2025, Valmont celebrated a double milestone: 40 years of the brand and 5 years of ValmontCube. It was a powerful moment, ideal for reengaging the learner community and celebrating their loyalty.

The Let’s Celebrate Passion campaign was designed as a learning-driven competition, combining pedagogy, emotion and recognition. The goals were multiple:

• Recognise the most loyal learners,
• Reengage inactive users,
• Boost overall app traffic,
• And strengthen the emotional bond between teams and the brand.

To add even greater value to the campaign, Valmont offered an exceptional prize: a two-day Valmont Urban Getaway in one of the Group’s iconic residences.

Collective mobilisation

The campaign’s success was built on a true team effort:

• the field trainers identified and supported “dormant” learners (registered on the app, but not recently logged in),
• the sales teams promoted the competition within markets,
• head office designed the learning content and orchestrated the global rollout.

This collaborative approach anchored the campaign both locally and globally; strengthening its impact and credibility among participants.

TWO-STAGE EXECUTION

The challenge was structured around a two-stage journey:

• Revision: for 6 weeks, learners revised and consolidated their knowledge through eight core brand rituals.
• Certification: a final quiz, designed as a certification, validating their overall understanding. Fully re-playable, it emphasised long-term knowledge retention rather than speed of execution.

Only participants having completed both stages were eligible to enter the grand prize draw.

Impactful communication

With 18 months of preparation and a six-month communication plan, every detail of the campaign was thoughtfully designed. The communication was built around three key milestones:

• Pre competition teasing: a dedicated logo, distinctive visual identity and progressive announcements to build anticipation.
• Ongoing reminders: regular messages, reminders, local relays and videos to keep energy high throughout the challenge.
• Emotional finale: a winner announcement video and an inspiring testimonial from the winner, following their Valmont Urban Getaway to Casa Maxence in Barcelona – the Group’s iconic residence.

This visual and narrative content brought a dynamic and emotional pace to the campaign, transforming the experience into a genuine collective adventure.

EXCEPTIONAL RESULTS

The Let’s Celebrate Passion campaign made an outstanding impact on ValmontCube:

• A 41% increase in active learners compared with the previous year,
• An all-time high in app engagement,
• A significative rise in content completions and learner engagement,
• Record views at both the launch and the winner reveal.

Beyond figures, the campaign reinforced an emotional connection with the brand. Spontaneous learner feedback reflects strong engagement and genuine pride in belonging to the ValmontCube community.

IN SUMMARY: BEST PRACTICES TO REMEMBER

Valmont’s experience demonstrates how a thoughtfully designed campaign can transform engagement into lasting loyalty. Here are some inspiring best practices:

• Align a campaign with a key moment in the brand’s history to create emotional engagement.
• Pair recognition with rewards to celebrate learners and encourage participation.
• Build a step-by-step journey to support revision, consolidation and knowledge certification.
• Elevate communication through a strong visual identity, engaging teasing and an emotional finale.
• Mobilise all the teams (headquarters, field teams and sales teams) to ensure coherent and impactful deployment.

With Let’s Celebrate Passion, Valmont turned a learning challenge into a collective, unifying and unforgettable moment. An inspiring illustration of the way in which learning and passion can fuel lasting engagement!