Lajf z Activio

Danone SloveniaDecember 2010

Doubling Activia drink with help of Facebook

Danone SloveniaSummer 2010

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

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

TVRelaunch TVC 12s… …with FB tag 5s

2000 GRPs

Number of fans increases with every FB activity

Make your

T-shirt

Activate yourself challenge! Vote & win!

Summer period(daily posts)

Make your Activia t-shirt challenge – 1.500 fans

Activate yourself challenge – 3.800 fans

Fans became Activia ambasadors

Winner became Activia blogger

Vote why you eat Activia…(taste or benefit)

… and win prizes

Vote & win – 11.000 fans

…third biggest absolute

Number of fans

29.879

23.697

10.8947.820 7.239

5.169 4.2022.178 1.842

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

CHILE ITALY SLOVENIA SLOVAKIA CZECH REP. FRANCE TUNISIA AUSTRIA ARGENTINA

Fans as % of population

0,53%

0,17% 0,14%0,07% 0,04% 0,04% 0,03% 0,01% 0,00%

0,00%

0,10%

0,20%

0,30%

0,40%

0,50%

0,60%

SLOVENIA CHILE SLOVAKIA CZECH REP. TUNISIA ITALY AUSTRIA FRANCE ARGENTINA

…biggest fan page per capita

Activia fan page results

Activia drink volume and share development

33 31 2935

43

58 6155 54 53

2,32,0 1,9

2,22,6

3,4 3,3 3,3 3,2 3,4

0

10

20

30

40

50

60

70

Jan Feb Mar Apr Maj Jun Jul Avg Sep Okt

tons

0,0

1,0

2,0

3,0

4,0

5,0

6,0

% s

hare

Sales volume Drinks vol. share

Vol.+110%

Share+79%

Activia drink market results

Results – Drinks campaign 2010

Activiatotal

Activiayogurt

ActiviaDrink

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

…visit us on:http://www.facebook.com/activia.siwww.activia.si …or contact us on:Alan ŠćuricBrand ManagerDanone Slovenija, Dunajska c. 156, 1000 LjubljanaTelefon: +386 1 563 61 78Mobilni telefon : +386 51 64 99 44alan.scuric@danone.com

Thank you! ?If you want to know more…