Video Case Study:
Danone Activia Engages Customers Using Social Media
Groupe Danone is a multinational food processing company (known as Dannon in the U.S.) and the maker of Activia brand yogurt. Danone has worked hard to create a premium, international brand image for Activia that emphasizes healthy lifestyle, natural ingredients, and concern for the environment. In the spring of 2010, the Slovenian marketing firm Red Orbit helped Danone create a social media campaign to relaunch a yogurt-based drink under the Activia brand name. After watching the video, answer the following questions to gain a better understanding of how social media goes beyond simply broadcasting brand messages to engage customers and create excitement around the brand.
Q1. How would you describe Activia’s brand objectives as they relate to this campaign? In other words, what was Activia hoping to achieve with regard to its brand image?
Q2. Successful social media campaigns engage people. What specific things did Activia do to engage customers and generate activity on their Facebook page?
Q3. Some might say the contest prize (a two-week trek vacation through Indonesia) was a bit unusual. Why do you thing the campaign creators selected this as the prize?
Q4. Contestants were told to have their friends “vote” for their submissions. What did Activa accomplish with this tactic?
Q5. While the contest was launched on Facebook, it eventually spread to other social and traditional media channels. How or why did this occur? Was this desirable from Activia’s perspective?
Q6. In terms of social media metrics, what specific outcomes did the campaign produce?
Q7. One common objective that companies have for social media campaigns is the creation of “brand advocates,” people who are so excited about the brand that they freely promote it to others. In what ways did this campaign inspire people to become brand advocates?
Your answer must be typed, double-spaced, Times New Roman font (size 12), one-inch margins on all sides, APA format and also include references.