Digital marketing management of Activia: a long-distance race

Digital marketing

management of Activia:

a long-distance race

Campaign to test

the power of digital

MANAGING DIGITAL

GOALS1. Communicate to young women emotional

benefits of Activia brand on territory of

"Looking your best"

2. Increase existing database for 5 000 new

entries

3. Increase “population” of Activia’s Facebook

and Vkontakte groups for 5 000 each

APPROACH1. Failure was not an option, so 80% of proven digital tools and

instruments were chosen: proven photo contest with viral

mechanics and maximum simplicity for users in combination with

context and media advertising

2.Experimental 20% were:

- gamification of user experience that turned ordinary photo contest

into something like a TV show "Become a superstar“

- win-win partnership with leboutique.com fashion shop and photo

studio to get price fund at 0-cost for Activia

MECHANICS

We asked girls to upload

picture where they were

looking their best to

activia.ua site and make

this photo popular in

social networks by

collecting votes

MECHANICS

For those who

got 12 votes

we gave a

guaranteed

USD 10

certificate

TOP 10 participants of

the week had a

chance to win a

professional photo

shoot with subsequent

placement of photos

and an exclusive

interview on the main

page of Cosmopolitan

web site

Winners of the

week were

invited on a

professional

casting for the

shoot in Activia

TV commercial

RESULTS

An opportunity to become popular

besotted Ukrainian girls!

RESULTS

24 276

participants

The project’s KPI of 5

000 participants were

reached within 2

days!

The total number of

participants exceeded

21 000.

Customer data base

of Activia increased by

the same figure.

RESULTS

786 525 visits

475 327 unique

5 pages viewed

5 minutes spent

The fact that the Activia

brand is related to looking

ones best, beauty,

fashion and popularity

was communicated to a

huge amount of people in

UAnet. 5 weeks of the

campaign on activia.ua

generated:

RESULTS

90%

Non-paid

Visits

Due to the viral

mechanics and bull's-

eye hit of TA insight -

90% of the traffic was

non-paid. According to

market experts, this is

one of the highest

rates observed in the

Ukrainian digital lately.

Finalists

The winner of the project was

announced in the presence of all

10 finalists at the ceremony in a 5-

star hotel, and got the opportunity

to become countrywide famous,

appearing on all Ukrainian

television screens together with

celebrity Olga Freimuth - Activia’s

testimonial.

WINNERS

Engagement

Campaign

GOALS

1. Increase consumption of Activia

‘spoon’

2. Communicate Activia ‘spoon’ on

the territory of breakfast

CHALLENGE

Digital campaign had to continue TV

commercial idea.

Olga proposes to feel the peak of

lightness – user is encouraged to

make light breakfast with Activia

and other ingredients. Each

ingredient gets into a dish where

its name and “lightness level” is

shown.

MECHANICS

When breakfast is ready, air balloon

appears and takes off. The user must fly as

high as possible, using the scroll on a

mouse.

The higher user scrolls the more different

backgrounds he sees: buildings, trees,

mountains, clouds, sky. As soon as the

user stops scrolling, the balloon becomes

unmovable at a certain height . Olga

appears and announces user’s personal

peak of lightness.

MECHANICS

TOP-5 participants had a chance

to win a highest breakfast in their

life with Olga Freymut in a

private jet flying over Kiev.

MECHANICS

RESULTS

• Unique visits 88 452

• Unique page views 487 160

• Participants 7 102

• 396 users reached a height of more than 300 000 m

• 52% of non-paid visits

• Average time on site 8+ minutes

• Every third user invited others to join the game!

WINNERS

Winners, were the most

“light" girls, they flew to the

Earth's thermosphere, with

the best score of 316 245

meters!

Brand Engagement

Platform

CHALLENGECreate a digital engagement platform

that would benefit the consumer, and

which would be easy to use for regular

promo affecting to the emotional

component and sales

We created brand

engagement platform

that gathers CRM data

with integrated online

service – self

improvement program

«14 days of lightness»

with mobile apps.

APPROACH

14 days program is a gamified

service that allows to get

personalized advice from

experts.

The personal program is based

on the results of a

psychological test and includes

3 daily advice, as well as a mini

self-examination test after each

article.

MECHANICS

Service "14 days of lightness"

was available as a mobile

application for iOS and

Android.

The application allows to pass

the program, and can be easily

adapted for seasonal

promotions, including the

registration of promo-codes.

MECHANICS

MECHANICSWe encourage active

participants to fill out a

detailed questionnaire, which

form a detailed socio-

demographic view of our TA.

Seasonal promotions give us

data on consumption

frequency.

RESULTS297 770 visits

241 827 non-paid

55 943 paid 81% of non-paid traffic

Pages/visits – 6,24

Time spent on site – 6:25

Bounce rate – 29,7%

The fact that the Activia

brand announced 14

days program made

brand unique and

remarkable. Participants

received valuable

content from their

favorite brand. 3 month

of the campaign on

activia.ua generated:

draft

360º campaign

with digital heart

GOALS1. Digital integration into Activia

National Consumer Promo

2. Sales increase through increase

of Activia consumption frequency

3. Reward Activia Loyals

CHALLENGE1. Digital campaign had to be integrated into

the existing platform with online service

2. Mobile app had to be updated to allow

campaign participation

3. Previous NCPs of Activia were managed by

BTL agencies. First time Digital Agency was

chosen to lead the Project

APPROACH

A combination of BTL and Digital

mechanics was chosen to reach goals

more effectively

360º CAMPAIGNWEB

SMS

MOBILE

APP

TV

PACK

BTL

MECHANICSBTL Part – register promo

codes (sms, app, web)

and redeem them in

Activia online Boutique.

Not redeemed registered

codes «burned» at the

end of the week to ensure

frequency of Activia

consumption

Digital part - register at

least 1 promo-code.

Upload your fashionable

summer look, collect

votes and win a unique

fashion outfit by popular

designer ELENA BURBA

MECHANICS

RESULTS• Visits to platform 280 000 (125 711 unique)

• Time on site 6+ minutes / depth 5+ pages

• Number of returning visitors 59%

• Bounce rate only 35,29%

• 16 010 fashionable prizes from ELENA

BURBA and online boutique

• 600 online consultations by Activia experts

WINNERSParticipants met the beach

season with exclusive

accessories due to exchanging

codes on bags and pareo by

Elena Burba.

Ukrainian fashion designer Elena

Burba has created an individual

look for the luckiest 10 girls.

Activations

Today & Tomorrow

Q&A

Inna NasadyukDanone Ukraine

Andriy YaroshenkoNew Strategies Group