| Title | STAY STRONG BROTHERS |
| Brand | DANONE |
| Product/Service | ACTIMEL |
| Category |
D01. Social Video |
|
Entrant
|
POSSIBLE London, UNITED KINGDOM
|
|
Idea Creation
|
POSSIBLE London, UNITED KINGDOM
|
|
Production
|
HOOT COMEDY London, UNITED KINGDOM
|
Credits
| Lucas Peon |
POSSIBLE |
CREATIVE DIRECTOR |
| Rob Bovington |
POSSIBLE |
ART DIRECTOR |
| Stephen Webley |
POSSIBLE |
COPYWRITER |
| 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
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!
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.