- Support the launch of the Skyr to Drink innovation
- Convey the brand’s health & well-being values and Danone’s expertise
- Position Skyr as a distinctive, stand-out brand
- Highlight the Paris 2024 partnership exclusively through influencer marketing
OBJECTIVES
ACTION PLAN
Idea
Develop a daily wellness routine concept aimed at media and influencers
360° Strategy
- Press release + product seeding to 30 media outlets
(food, lifestyle, women’s, men’s, health, communication/marketing, trade press) - Unpaid influencer marketing: scripted product seeding to 20 influencers
- Paid influencer marketing: activation of 4 profiles to create dedicated content showcasing Skyr to Drink as part of a daily wellness routine, with a focus on the Paris 2024 partnership, including a contest to win tickets
RESULTS
- 41 social media posts
- 50 press mentions
- 42.5M reach
- 310K € EMV