Title	STAY STRONG BROTHERS
Brand	DANONE
Product/Service	ACTIMEL
Category	C04. Response / Real-time Activity
Entrant	POSSIBLE London, UNITED KINGDOM
Idea Creation	POSSIBLE London, UNITED KINGDOM
Production	HOOT COMEDY London, UNITED KINGDOM

Name	Company	Position
LUCAS PEON	POSSIBLE	CREATIVE DIRECTOR
STEPHEN WEBLEY	POSSIBLE	COPYWRITER
ROB BOVINGTON	POSSIBLE	ART DIRECTOR
JAMES RAWLINGS	HOOT COMEDY	DIRECTOR

The Campaign

Actimel delivers Stay Strong messages to people When they need it the most in their day in an entertaining way. We brought together a band, and created entertaining and appropriate content to engage, amuse, and deliver our message in the best possible manner.

Creative Execution

YOUTUBE

Results

The results of our campaign were beyond impressive. After 4 months of campaign, 13 new Actimel Twitter accounts, 49M impressions, 6332 Tweets, and a day-in, day-out always on community management campaign, we were able to increase mentions to the brand by 250% and multiply positive comments by 15. Furthermore, our positive to negative ratio of Actimel comments went from 1:1 to 8 positive messages for 1 negative!

The Stay Strong Brothers aimed at delivering the right resilience message at the right moment, to the right person on social media. We used e-listening tools in order to jump into one-to-one conversations and be able to deliver Stay Strong messages when our users needed them the most !

How did we do this? using e-listening studies globally, we mapped out areas of interest across all our markets to understand what our audience was the most reactive to, and created content around these tough everyday moments. Monday blues? stuck in traffic? a bad referee call changes the outcome of your favorite football team's game? we brought together a band, and created entertaining and appropriate content to engage, amuse, and deliver our message in the best possible manner. Our strategy was set, the StayStrong brothers (the name of our band) were now ready to be launched across all our markets.