Branded Experiential Platform done by New Strategies Group (newstrategies.ua) for Activia Ukraine in autumn 2012

2. GOALS
1. Using digital, communicate to young women emotional
benefits of Activia brand on territory of "Looking your best"
2. Increase existing consumers database for 5 000 new entries
3. Increase “population” of Activia’s Facebook and Vkontakte
groups for 5 000 each

3. CHALLENGE
1. Activia marketing team was skeptical towards digital as
effective tool for reaching brand’s objectives. We had to
show the power of digital
2. Before Activia was talking mostly about the functional
benefits of the product: "helps against heavy, bloated belly“
We had to find insights and add emotional benefits to Activia
brand

4. APPROACH
1. Failure was not an option, so we used 80% of proven tools and
instruments: viral foto contest mechanics with maximum simplicity for
users in combination with context and media advertising
2. Experimental 20% were:
- gamification of user experience that turned ordinary photo contest into
something like TV show "Become a Superstar“
- win-win partnership with leboutique.com fashion shop and Elephant
photo studio

5. IDEA
Create branded experiential platform
«Become popular with ease!» by Activia
and launch co-created promotion

7. MECHANICS
We asked girls to upload picture where they were looking
their best to activia.ua site and make this photo popular in
social networks gathering votes

9. MECHANICS
For those who gathered 12 points we gave a guaranteed 100 UAH
certificate from our partner - online shopping club LeBoutique.com

11. MECHANICS
TOP 10 participants of the week, according to number of points
received LeBoutique certificates of higher value and became a
chance to be selected by the jury for the studio photo shoot by
our second partner – Elephant Photo Studio with subsequent
placement of photos and an exclusive interview on the main page
of Cosmopolitan web site.

14. watch YouTube video

16. MECHANICS
Five winners of the week and five participants, who received the
biggest number of "stars" reached the final, where they passed
a professional casting for the shoot in Activia TV commercial.
The winner of the project was announced in the presence of all
10 finalists at the ceremony in a 5-star hotel, and got the
opportunity to become countrywide famous, appearing on all
Ukrainian television screens together with celebrity Olga
Freimuth - Activia’s testimonial.

18. RESULTS
The fact that the Activia brand
is related to looking ones 786 525 visits
best, beauty, fashion and
popularity was communicated 475 327 unique
to a huge amount of people in
UAnet. 5 weeks of the 5 pages viewed
campaign on activia.ua
generated:
5 minutes spent

19. RESULTS
Due to the viral mechanics
and bull's-eye hit of TA insight
- 83% of the traffic was viral.
According to market experts, 83% Viral Visits
this is one of the highest
rates observed in the
Ukrainian digital lately.

20. RESULTS
The project is completed KPI of
5 000 participants within 2 days!
The total number of participants
exceeded 21 000. Customer data 21 596 participants
base of Activia increased to the
same figure.

21. Spring activation: “Light breakfast with Activia”
Quality of gathered users database
was confirmed during execution of
promo and CRM activities for the
brand that followed later on.
Incredible conversion rates. Brand ambassadors club experts.activia.ua

22. RESULTS
We earned owned media on
social networks. The number
of fans on Facebook
22 000 new fans in
increased from 5 000 to social networks
13 500, and Vkontakte from 0
to 12 500.

24. RESULTS
Thanks to a win-win
partnerships we managed to
accumulate a prize fund of 1.2
million UAH in the form of 12
Prize fund
000 certificates (UAH 100)
for leboutique.com, and
1 215 000 UAH
15 000 UAH in form of 5 from partners
professional photo shootings
in Elephant Photo Studio.

26. MOST IMPORTANT OUTCOME
Activia marketing team realized the
power of digital and gave it the highest
priority in 2013 marketing plan