1) Danone Slovenia sought to increase sales of their Activia drink product among younger consumers by doubling their use of Facebook.
2) They launched Facebook campaigns like challenges to make Activia t-shirts and engage in active lifestyles to gain over 15,000 fans.
3) Engaging younger consumers on Facebook doubled Activia drink sales volumes and increased its market share by 79% over the summer period.
wanderlust has been selected to showcase Indias biggest xtreme adventue sports carnival in gurgaon to coincide with the Commonwealth games from 28th sept to 01 nov...from bungee ,paintball to rappelling,skywalks,flying fox and rock walls it will have over 20 extreme adventure events for 35 days at the leisure valley in gurgaon.
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Los 5 enfoques innovadores para transformar la imagen de tu negocio, con Migu...CdE_Villajoyosa
Conoceremos la estrategia de implementación de enfoques innovadores contada en 5 pasos que te ayudaran a transformar y mejorar la percepción de tu negocio por tu audiencia, junto a Miguel Peiró, gerente en miguel peiro_arquitecto.
wanderlust has been selected to showcase Indias biggest xtreme adventue sports carnival in gurgaon to coincide with the Commonwealth games from 28th sept to 01 nov...from bungee ,paintball to rappelling,skywalks,flying fox and rock walls it will have over 20 extreme adventure events for 35 days at the leisure valley in gurgaon.
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Consutic ofrece el servicio de Llamadas automaticas con Text to speech Verbio, consiste en tomar la información de la Base de Datos del cliente, permitiendo un aumento de la eficiencia de las operaciones de cobranzas y poder llegar a la meta antes de tiempo planificado.
Los 5 enfoques innovadores para transformar la imagen de tu negocio, con Migu...CdE_Villajoyosa
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Case Study- Delivering business and technology transformation for an healthca...e-Zest Solutions
e-Zest delivered business and technology transformation to client by migrating their traditional desktop system to a web platform through technology modernization. This engagement resulted in enhancing client's business operations by enabling faster and easier distribution of updates across thousands of pharmacies using a web app reducing client's operational expenses overtime. The web app is currently used by thousands of pharmacies for their day to day operations across Europe.
The "Boring Stuff" About Social Media is Most Crucial for Business SuccessJoonas Rokka
I presented this piece at the Internet Marketing Conference (16 September 2010, Helsinki) about Valio\'s practical experiences of social media marketing so far. Conclusions include that the "boring stuff" about social media marketing - such as organization, training, planning, and the actual everyday doing - is the most crucial stuff for business success perspective. This is because social media marketing cannot be outsourced.
Similar to 2010 Activia drinks x2 TV & facebook (6)
1. Lajf z Activio
Danone Slovenia
December 2010
Doubling Activia drink with help of Facebook
Danone Slovenia
Summer 2010
2. Context & Objective
• Context
– Drinks market stable and very important in Slovenia (51% volume; 46% value)
– Activia drink has low MS (In March 2010 1,9% vol & 2,8% val) in drinks market
– Activia yogurt has much higher MS (In March 2010 13,8% vol & 18,0% val) in spoonable
market
– Activia brand consumed by mid-aged women with digestive issues
– Competitive drink brands consumed by younger business (SoB)
•Business Objective:
–Penetration in younger TG
•Communication Objective:
–Young image of Activia drink / relevance
•Target
–W20-30; single, urban, active, fashionable
3. Implementation
Shelf impact
Portfolio
300 g
+
Price
Below 1€
POSM
• Tasting
• Advertizing
• Sampling
• Word of mouth
•Sampling
BTL
Internet
•Activia blog
•FB Fan page
•FB Advertizing
Activia drink:
refreshing
snack for
active people
TV
Relaunch TVC 12s… …with FB tag 5s
2000 GRPs
4. Number of fans increases with every FB activity
Make
your
T-shirt
Activate yourself
challenge! Vote & win!
Summer period
(daily posts)
13. Learning: Do’s & Don’t
• Do
– Use FB to engage younger TG
– Link FB to the full 360 support
– Start with FB advertizing to get first
critical mass of fans
– Let your fans engage their frands
to become new fans
– Use simple FB prize winning games
with many small, a few medium
and one big prize
• Don’t
– Use too demanding challenges
– Duplicate your web site on FB
– Only entertain fans
– Only push your sales
• Next Steps
– Working on quality of engagement on facebook, rather then further increasing number of
fans
14. …visit us on:
http://www.facebook.com/activia.si
www.activia.si
…or contact us on:
Alan Šćuric
Brand Manager
Danone Slovenija, Dunajska c. 156, 1000 Ljubljana
Telefon: +386 1 563 61 78
Mobilni telefon : +386 51 64 99 44
alan.scuric@danone.com
Thank you!
If you want to know more…
