Title	STAY STRONG BROTHERS
Brand	DANONE
Product/Service	ACTIMEL
Category	A12. Social Brand Experience
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
Rob Bovington	POSSIBLE	ART DIRECTOR
Stephen Webley	POSSIBLE	COPYWRITER
James Rawlings	POSSIBLE	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

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!

With the help of e-listening studies, Actimel learnt that people need to be supported in an entertaining way when they need positive resilience. That's why we decided to create a band called The Stay Strong Brothers. Their mission is to deliver funny, memorable, bite-size resilience messages to people when they need it the most.

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. - Via identified hashtags on Twitter, allowing us to jump into one-to-one communication in order to be relevant for the users, as well as encourage virality and conversation - Via our community managers and during these key moments on Facebook: the Euro and the champion's league for our footie song, every Monday morning for our Monday blues song, and also layering in further socio-demo and geo-localized targeting to further optimize the efficiency of our message - Via programmatic, allowing us to choose our audience, our context, and be always relevant.