After the initial roll-out of the Discover SN! program, Danone expressed the need to increase awareness and drive continuous usage of the online program following the launch phase. In order to design a data-driven solution, we started by conducting a user group survey. The most important outcome: user numbers could be better, and current users rate the content very highly. Our activation plan therefore aimed at campaigning, easy access and user-analytics.
We designed a 10-day campaign on Danone’s Workplace (their communication platform): 10 days, 10 topics, 10 minutes. A daily scheduled post led viewers to a sample of what the program has to offer. To catch the eye in an often crowded timeline, these posts were enriched with custom made energetic GIFs. The campaign was enrolled at Danone Headquarters first. We delivered a full toolkit of instructions, files and media for other regions to roll-out their own campaigns independently.
During the campaign we tracked results based on date, content and geography. The campaign hit target! The content view rate went up by 300-400%, both for promoted and non-promoted content. And with a very high average view rate of 86%. This showed that the content was highly engaging, triggering users to continue using the program after the campaign. You only need to let them know it is there.