GOALS 1.
Using digital, communicate to young women emotional benefits of Activia brand on territory of "Looking your best" 2. Increase existing consumers database for 5 000 new entries 3. Increase “population” of Activia’s Facebook and Vkontakte groups for 5 000 each
CHALLENGE 1.
2.
Activia marketing team was skeptical towards digital as effective tool for reaching brand’s objectives. We had to show the power of digital Before Activia was talking mostly about the functional benefits of the product: "helps against heavy, bloated belly“ We had to find insights and add emotional benefits to Activia brand
APPROACH 1.
2.
Failure was not an option, so we used 80% of proven tools and instruments: viral foto contest mechanics with maximum simplicity for users in combination with context and media advertising Experimental 20% were: - gamification of user experience that turned ordinary photo contest into something like TV show "Become a Superstar“ - win-win partnership with leboutique.com fashion shop and Elephant photo studio
IDEA Create branded experiential platform ÂŤBecome popular with ease!Âť by Activia and launch co-created promotion
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 gathering votes
MECHANICS For those who gathered 12 points we gave a guaranteed 100 UAH certificate from our partner - online shopping club LeBoutique.com
MECHANICS TOP 10 participants of the week, according to number of points received LeBoutique certificates of higher value and became a chance to be selected by the jury for the studio photo shoot by our second partner – Elephant Photo Studio with subsequent placement of photos and an exclusive interview on the main page of Cosmopolitan web site.
watch YouTube video
MECHANICS Five winners of the week and five participants, who received the biggest number of "stars" reached the final, where they passed a professional casting for the shoot in Activia TV commercial. 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 of the campaign on activia.ua generated:
786 525 visits 475 327 unique 5 pages viewed 5 minutes spent
RESULTS 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.
83% Viral Visits
RESULTS The project is completed KPI of 5 000 participants within 2 days! The total number of participants exceeded 21 000. Customer data base of Activia increased to the same figure.
21 596 participants
Spring activation: “Light breakfast with Activia�
Quality of gathered users database was confirmed during execution of promo and CRM activities for the brand that followed later on. Incredible conversion rates.
Brand ambassadors club experts.activia.ua
RESULTS 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.
22 000 new fans in social networks
RESULTS 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, and 15 000 UAH in form of 5 professional photo shootings in Elephant Photo Studio.
Prize fund 1 215 000 UAH from partners
MOST IMPORTANT OUTCOME Activia marketing team realized the power of digital and gave it the highest priority in 2013 marketing plan