DANONE: ACTIVIA ‘IN SYNC’

CAMPAIGN, INFLUENCER & SOCIAL STRATEGY

CHALLENGE

For 25 years, only the functional benefits of Activia were communicated - a yogurt that helped digestion. But people expect more from brands, they need to associate with the brand purpose and values. And Activia needed to connect with their audience emotionally as well functionally.

INSIGHT

The insight was that women often have an inner critic, the voice that tells them they’re not quite good enough to achieve their goals. This doubt can come from the gut. And that in order to reach your dreams and live your life to the fullest, you have to feel good on the inside as well as the outside.

SOLUTION

We developed a series of films and online content focusing on successful women and the challenges they’ve faced and overcome by trusting their inner strength. One of the films featured breakout ballet star Ingrid Silva, and explored how she trusted her gut and overcame self-doubts to achieve success. The story was shot as a moving 360-degree film of Ingrid’s life. It traced her story of perseverance, from growing up in a poor neighborhood in Rio de Janiero to her becoming a principal ballerina in New York.

RESULTS

“Activia InSync Stories” was Danone’s biggest launch in five years and touched an immediate nerve with audiences around the world. Released in 27 countries. it achieved 20+ million online views and an 8% increase in the engagement rate.

The Ingrid Silva film also won a Cannes Silver Lion for Film Craft.

MICROSOFT PIVOT: AI AND DIGITAL TRANSFORMATION PLATFORM

BRAND, INFLUENCER & CONTENT STRATEGY

CHALLENGE

We needed to show Microsoft’s credentials as a thought leader in digital transformation and AI, connecting the brand to business leaders in Western Europe. We needed a platform to inspire c-suite audiences to consider how Microsoft technology can engage their customers, empower their employees and transform their products.

INSIGHT

The impact of AI and digital transformation can be fully appreciated when viewed from alternate perspectives.

SOLUTION

We developed a new thought leadership webcast platform to launch a content platform on AI and digital transformation. We decided to capture and retain attention by transforming the typical webcast experience. Microsoft Pivot was an interactive webcast experience, with six experts, having three concurrent conversations. Microsoft Pivot enabled the viewer to pivot their perspective, switching between conversations on the most important topics in AI and digital transformation, and retained attention by putting a time-poor audience in control of the experience.

RESULTS

932 registered. 454 watched. 83% stayed for the full hour. Pivot connected Microsoft with 700 businesses, 88 of which were high priority targets.

UNITED AIRLINES: AMERICA WITH A SMALL “a”

CONTENT & SOCIAL STRATEGY

CHALLENGE

United Airlines is a brand that is well known in the US, but has little brand presence in the UK. Managing their UK social platform, we were speaking mostly to an audience with a keen interest in aviation. But to gain greater brand awareness, we knew we had to reach a much wider audience. We were tasked to create a content strategy and content that would appeal to key target audiences and grow audience and engagement on social.

INSIGHT

Brits travelling to the USA don’t want a sanitised or glitzy version of America, we want the real America. the one seen in the TV, films, entertainment, art, literature, food and sport that Brits have taken into their daily lives. We want America with a small ‘a’.

SOLUTION

We decided to appeal to our need to know the real America, and developed content strategy and content that wold help Brits feel more connected to authentic culture. One example was Talk American: To get our audience speaking like a local, we created a series of posts translating regional slang into English. Another was Destination for Adventure: We created posts promoting United’s wide range of US destinations, such as Las Vegas, Idaho, Jacksonville and Sacramento, and the adventurous things our audience can do when they get there. We also disrupted the advertising content by promoting fare sales through content depicting the other side of cultural experiences in Washington DC away from politics.

RESULTS

Year on year growth in follower growth and engagement rates since 2015. Reach growth by 321% with follower growth at 87%. And way above industry average engagement rates for travel/leisure pages.

SYMBOL FROM NEM

BRANDING, MARKETING & LAUNCH CAMPAIGN STRATEGY

CHALLENGE

NEM is a community-driven blockchain platform for building decentralised applications. The original blockchain from NEM launched in 2015, managed then by NEM Foundation - a non-profit organisation that promoted the adoption of blockchain technology across the NEM ecosystem. But the NEM foundation didn’t have a reputation amongst the business technology community.

INSIGHT

Business decision makers reference cost, complexity and lack of trust as barriers to implementing new technology. NEM’s new blockchain would reduce these barriers and become the trusted secure value exchange network designed for business.

SOLUTION

A new incarnation of the NEM was needed. We created a new brand platform to launch the new blockchain - “Symbol”, with its foundations in NEM - “from NEM” a technology platform that would “power possibility”. This required a new name, logo and identity, audience segmentation, messaging framework, communications guideline, brand guideline, marketing assets, press coverage, editorial, influencer engagement and a launch campaign to deliver the new technology and brand into market.

RESULTS

Month on month growth in audience reach, website traffic and engagement rates. Social engagement averaged at 7%, way above industry average engagement rates for technology category. The associated crypto currency - XYM - increased in market value by $0.50 over the three months of launch campaign.

Testimonials