We partnered with Danone and created a 3-month digital campaign for the French market to raise awareness of their new product range. The campaign introduced a tour around the world to discover 5 new different international flavours of yoghurt inspired by 5 different destinations.
Fast-moving consumer goods (FMCGs) are facing many challenges, ranging from changes in consumer taste and purchase habits to macro-economic factors. In this context, the e-commerce world is evolving and gaining a big presence in the market.
Thanks to our consolidated platforms and our in-depth knowledge of our audience, which includes travellers who are always on the look for new adventures, we decided to mix travel and FMCGs, to create a tour inviting customers to explore not only new destinations but also new flavours around the World.
We decided to take Dani, the official Danone’s avatar ambassador, on a virtual trip around the world creating and designing new bespoke content to showcase the new product range taking inspiration from each destination. The official destinations were: Iceland, Turkey, Lebanon, Greece and India.
The main objectives of the campaign were to raise awareness of Danone’s new product line connecting it to some of the most beautiful locations in the world.
1. Content: the creation of a bespoke microsite enriched with incredible content: videos, interactive maps with supporting imagery visuals of the new yoghurts and the five destinations they are related to, featured articles on each destination written by our expert journalist, Danone’s Atlas social pages, a custom Spotify playlist and Danone Atlas discount coupon.
2. Multichannel: the campaign was launched on our LMFR (homepage, results page, flights page), LMFR Newsletter, the custom branded microsite and on social channels (Instagram and Facebook).
3. Traffic drivers: we used various traffic drivers to the custom microsite, placing them in different areas of our website.
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