Activia

Activia launched a Facebook campaign targeting women aged between 20 and 50 in April 2010. The main goal was to bring the brand closer to the consumers and develop brand awareness, focusing on the product Activia drink. This was possible by asking consumers to compete in five different challenges through different stages. The campaign was mostly online, while one final challenge extended to a small offline event. Promotions were supported by television and POS terminals and created a big buzz around.

Users posted pictures with Activia products and spread the word. The main winner went to an organized trekking trip to Indonesia climbing a volcano 3726 m high. She reported back by writing blog posts every few days, so others could follow and see the whole great experience. With the right engagement the brand become more searched, more sheared, developing a 52 % increase in branded search and a 620 % increase in referring page views, not to mention the mouth-to-mouth communication.