Danone

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Challenge

Though Danone BIO is a famous yogurt brand, it has been off the shelves in China for years. To regain leadership in the Active Health Segment, BIO relaunched in 2009. Our challenge was to reach and educate targets on the symptoms of intestinal tract disorder, and to promote healthy living and well-being with BIO as a key enabler.

Solution

• We developed a “two-week challenge” campaign using online media and SEM to push the key message: Just 2 weeks, you will be different!
• Consumers could navigate the campaign site through four characters representing the different facets of the modern women. Each character shared its BIO story and tips.
• Users were invited to register for a personal two-week calendar in which they could record their BIO trial experiences and share their testimonials.
• Users could also download a useful widget, from which they could interact with the site directly from their desktop.
• A mixed media strategy included big portals and vertical sites. We also continuously optimized, including geo-targeting to Shanghai with blog-seeding support.

Result

In the two-month running period, traffic exceeded 179,000 visits. There were 16,000 registrations with average CPA of 21 rmb. Over 6,000 testimonials were submitted.