Influencers Spotlight Activia Mix & Go: The Convenient Breakfast Choice for Busy Mornings
September 16, 2024
Background and Brief:
The campaign was strategically designed to spotlight their new product, Activia Mix & Go, featuring two exciting flavors: Raspberry Chia Granola Yogurt and Oat Honey Granola Yogurt. To promote the product as a convenient and healthy breakfast option, the brand collaborated with 14 influencers, ranging from Mega to Micro tiers. This approach helped target a wide audience, showcasing Activia Mix & Go as a quick and nutritious breakfast choice.
Key Components of the Campaign:
Influencer selection:
The influencers chosen for the campaign spanned from mega to micro tiers, offering the advantage of reaching diverse audiences. This strategic selection allowed the campaign to tap into different follower bases, maximizing its reach and engagement. The 13 influencers represented various categories, including entertainment and lifestyle, and shared content across three major platforms: Instagram, TikTok, and Snapchat. This multi-platform approach ensured broad visibility and helped connect with audiences through different content styles and formats.
Creative storytelling approach:
The content strategy centered around influencers providing first-hand reviews of the product, demonstrating the simple steps involved in enjoying it. By showcasing how easy it is to prepare and eat, the influencers effectively conveyed to their audiences that Activia Mix & Go is a convenient and hassle-free breakfast or snack option. This approach highlighted the product’s practicality, making it appealing to those seeking quick and nutritious meal solutions.
Engagement:
The influencers’ content generated strong engagement from their audiences, with many viewers expressing their amazement at how easy the product is to eat. Additionally, the unique and delicious flavors captured the attention of many, sparking positive reactions and conversations. This level of engagement demonstrated that the product’s convenience and taste resonated well with the audience.
Solution:
The brand strategically concentrated on increasing product awareness and promoting its affordability. Influencers played a crucial role in supporting these goals by creating content that highlighted the innovative packaging of the product. Through detailed, step-by-step demonstrations, they showed how easy and quick it is to enjoy, emphasizing its convenience as a breakfast option for busy mornings. By focusing on these key aspects, the influencers effectively communicated the product’s practical benefits, while also reinforcing its value and affordability. Their content helped create a clear connection between the product’s ease of use and its suitability for a fast, nutritious meal, which resonated well with their audiences.
Campaign Results:
Increase brand awareness:
The campaign led to a significant boost in brand awareness, building on Activia’s already well-established reputation. By focusing on their new product, the campaign successfully elevated its visibility, resulting in increased recognition among consumers. Highlighting the unique features and benefits of the new offering helped strengthen its position in the market, attracting attention from both loyal customers and new audiences. This rise in product awareness showcased the effectiveness of the campaign in introducing the new Activia product to a wider audience.
Brand sentiment:
Activia, as a well-known brand, received an overwhelmingly positive response from the audience through the influencers’ content. Viewers were highly engaged and interactive, reacting enthusiastically to the product showcases. This level of interaction highlighted the effectiveness of the campaign in resonating with the audience and maintaining a strong connection between the brand and its consumers.
Conclusion:
The campaign was highly successful in achieving its objectives of raising product awareness and positioning Activia as an easy and convenient breakfast option. By effectively highlighting the product’s ease of preparation and its suitability for busy mornings, the campaign successfully communicated its value to consumers. The content created by influencers showcased the product’s practicality, making it clear that Activia is an ideal choice for those looking for a quick, nutritious, and hassle-free meal. This strategic focus not only increased recognition of the product but also reinforced its image as a valuable addition to a busy lifestyle, contributing to its overall market appeal.
