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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