Danone launched a new product called DANIO and wanted to raise awareness of its brand character Famelik on Twitter. They used promoted trends, accounts, and tweets featuring the hashtag #IoSonoFamelik targeted at TV audiences. This increased Famelik's followers by 12,000 and engagement rates, while also boosting DANIO's market share by 12 points in the first month.

1. Danone creates social awareness for new product
The Opportunity
Danone wanted to boost the launch
of its new product DANIO by
creating social awareness for the
brand’s character and antagonist
Famelik (@IoSonoFamelik) using
the live nature of Twitter.
@TwitterAds
The Strategy
Danone used a combination of a
Promoted Trend and Promoted
Accounts to create a follower base.
It supported this with Promoted
Tweets using the hashtag
#IoSonoFamelik and keyword and
interest targeting centering on
popular TV broadcasts.
Key campaign results
5%
Promoted Trend
engagement
9%
peak engagement rate
+12K
followers
View from the business
“We are very proud of this campaign...We were able to get closer to our
consumers and react quickly to hot topics, special moments and daily life
experiences. The success of this campaign was not only social: In the first month,
we were able to achieve a plus 12 points volume share versus reference
segment.”
Valeria Surico
Marketing Connection Manager, Danone Italy
Twitter Case Study | @IoSonoFamelik
Read full story at business.twitter.com/success-stories/danone-italia
Tweets
Famelik @IoSonoFamelik
#IoSonoFamelik e non vi libererete facilmente di me!
#Gggwfddlahh
Promoted by Famelik