Danone Actimel wanted to amplify its new brand signature around #staystrong bringing to life the new territory of daily positive resilience by delivering stay strong messages to people when they need the most in their though day in an entertaining way. TVTY has been a key partner to implement this Moment Marketing and Real-Time strategy. Actimel focused it’s entire marketing strategy on Moment Marketing – to reach consumers when they were feeling down, when they need to be motivated to go through monday or sunday blues, to feel better while commuting and there is a strike, or even when it is raining or they are taking exams… Their main objectives were to deepen brand awareness, increase reach as well as strengthen relationship with audience. TVTY monitored all offline scenarios using 6 different moment triggers, launching Actimel’s Facebook and Twitter campaign 1491 times and delivering over 145 hours of real time syncing
Once the strategy was approved by Danone, the campaign was setup and split into two key parts:
1. TV ads sync
Monitor TV commercials, news events and complimentary programs that align with the brand’s healthy message, triggering Actimel’s social campaign with relevant posts, to capture and relate to the audience within moments of heightened interest, and increase awareness of the brand’s product.
2. Sports, Weather, Health & Social
Reach consumers when they are having a tough day, by monitoring weather conditions, sporting games and social trend keywords relating to transport delays, to activate the Actimel’s online social campaign during moments of heightened stress, engaging with relative messages of positive well-being.
The campaign resulting in a +39% increase in CTR, a +203 increase in mentions as well as a decrease of -70% in cost per 95% video view and a decrease of -66% in cost per video view (3s) on Facebook.
“TVTY’s Moment Marketing technology enabled us to centralize our complex moment planning strategy around so many offline and online relevant moments. We are very happy with the #StayStrong campaign’s result, fully aligning with our « Positive Resilience » positioning around #Staystrong providing great awareness of our Actimel new brand signature as well as increasing social engagement. We have decided to make our moment-centered strategy around real-time messaging to our audience an always-on platform in all our 18 countries”
Marjorie Borreda-Martinez, Global Digital Manager Actimel