Goals:

Using digital communicate to young women higher order benefits of Activia brand on territory of "Looking your best".

Fill the existing Activia customer database with 5 000 new high quality entries for further involvement in the community of brand advocates "Activia Experts Club" experts.activia.ua and other CRM activities.

Secondary Goals:

Increase the number of fans of Activia social networks groups on Facebook and Vkontakte by 5000 each.

Challenge:

Before the launch of the campaign, Activia was talking mostly about the functional benefits of the product: "helps against heavy, bloated belly". Challenge was along with the functional advantages add higher order benefits to brand equity.

Traditionally, Danone and Activia in particular, relied on television as a key marketing tool. Activia brand team was unsure of digital as an efficient alternative to TVC. It was important to build confidence in digital.

Solution:

For us it was very important to guarantee the fulfillment of the assigned tasks and, therefore 80% of chosen instruments and tools were tested and proven in previous campaigns (photo contest with the voting mechanics, which was integrated with social networks, context and banner advertising).

However we had 20% for experiments. We used gamification of user experience that turned ordinary photo contest into something like the TV show a la "Become a Superstar". Experiment was also a win-win cooperation with the shopping club leboutique.com and smaller partners.

We knew that the Activia target audience (young women 18-35 years old) and the topic "looking your best" will ensure very active participation and viral visits. Feminine beauty and competition is a huge driving force, that we had to use to the max to fulfill KPIs.

Idea:

Create Branded Experiential Platform by Activia: «Become popular with ease!»

Mechanics:

Creating a unique branded experience for TA driving them to pass following stages:

1. We asked girls to upload picture where they were looking their best to activia.ua site and make this photo popular in social networks gathering votes. For those who passed the first qualification phase (gathered 12 points) we gave a guaranteed certificate from our partner - online shopping club LeBoutique. Certificate allowed participants to get a UAH 100 discount on purchase in LeBoutique exclusive clothing store.

2. Those who reached TOP-10 list of the week, according to number of votes, received certificates of LeBoutique shopping club of higher value. Also, they all had a chance to be selected by the jury for the studio photo shoot by our partner - Studio Elephant with subsequent placement of photos and an exclusive interview on main page Cosmopolitan site.

3. Five winners of the week, and five participants, who received the biggest number of "stars" (participants could give their vote "star", to their favorites), reached the final, where they had a professional casting for the shoot in Activia TV commercial.

4. 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.

Results:

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 on the campaign generated following results:

786 525 visits, 475 327 unique visitors of experiential platform that, on average, viewed 5 pages and spent on average, 5 minutes in the created virtual Activia brand world

Due to the viral mechanics and bull's-eye hit of TA insight - 83% of the traffic was viral. According to market experts, this is one of the highest rates observed in the Ukrainian digital lately.

The project is completed KPI of 5 000 participants within 2 days!

The total number of participants exceeded 21 000 (and that's after filtering out false profiles and profiles outside of the target audience egg. men). Customer data base of Activia increased to the same figure, and its quality was confirmed during execution of CRM activities for the brand that followed later on.

We earned owned media on social networks. The number of fans on Facebook increased from 5 000 to 13 500, and Vkontakte from 0 to 12 500.

Thanks to a win-win partnerships we managed to accumulate a prize fund of 1.2 million UAH in the form of 12 000 certificates (UAH 100) for leboutique.com, 15 000 hryvnia in form of 5 professional photo shootings in the Elephant Photo Studio. Interviews and photo shootings with the winners have been placed on the main pages of www.cosmo.com.ua and www.story.com.ua for friendly partnership prices.

Key People:

New Strategies Group

Project leadership: Andrey Yaroshenko

Digital Strategy: Maksym Pecherskyy

Creative direction: Eugene Kurtev

Production: Helen Podshuveit

Project management: Vladislav Lavrenchuk

Danone Ukraine

Marketing director: Tiago Santos

Brand Manager: Svetlana Shukaeva

New Media Manager: Vladimir Gonorovskiy