Danone, the worlds second-largest producer of health and isotonic beverages, recently launched the newest addition to their line of Mizone isotonic drinks: Ur Flava. With the goal to move the brand beyond the isotonic drink category and capture the college and young professional markets, Danone launched a campaign to promote "Ur Flava". The objective was to generate awareness, reinforce the benefits, and launch the product as an everyday rejuvenating isotonic beverage for all teens and young professionals. Knowing that teens and young professionals spend more time online, Danone partnered with Admax Network to stay ahead of competitors that had saturated TV, print and outdoor media. With Admax, Danone sought to delve wider and deeper into the youth market by increasing engagement online.
Campaign objectives: Target online-savvy audiences who are 18-35 years old, city dwellers, college students, and/or young professionals. Raise brand engagement and loyalty by reaching out to youth and young professionals in an interactive and content-rich environment. Increase awareness about the product and drive significant traffic to their Mizone Ur Flava activation video (Sudden Drop Box) posted onYoutube.
http://www.youtube.com/watch?v=-mx9eLMMwzQ&feature=player_embedded
Campaign Tactics: To achieve the campaign objectives, Mizone ran online ads across Admax Networks Youth and Community & Networking channels. These channels comprise of young tech-savvy and trendy Internet users, 91% of which are between 13-19 years old. Both channels have localized content which are relevant to the brands target markets. Moreover, both channels have a strong reach of engaged users who are highly responsive to the brands messages.
Creative banner ads with a strong call-to-action message were utilized to entice users to interact with the brand. In addition, Admax Network proprietary optimization platform dynamically and continuously adjusted the campaign to ensure that the Mizone ads were delivered to the right and most responsive audiences across the network.
Campaign Results: Exceeding target traffic by 580%, the month-long campaign was a remarkable success! The Admax Network Youth and Community and Networking Channels outperformed all other online advertising media by extending the campaigns reach to over 3.7 million unique users. Moreover, Admax drove the most number of users to the Mizone Youtube video compared with other online advertising media.
With these impressive results, Admax provided the most cost-efficient online solution as compared with other online advertising media. DanurTejawati, Danone Jr. Brand Manager Mizone for Marketing Communication says, We partnered with various online media, but Admax clearly drove the most viewers to our video. Admax has given us better value, and has been proactively providing dynamic solutions for our brands to date. We definitely look forward to more projects with them.
