The Activia Challenge: Everybody’s heard of it, but not everybody is game to try it!
Activia was looking to take advantage of influencers’ power to build an engaged Canadian community around the Activia Challenge through original and relevant content.
To do so, Made in recruited 4 influencers who each built a team that would take up the challenge with them. In all, over 20 participants posted content before, during, and after the challenge. Each phase of the campaign allowed them to educate and engage their communities.
The campaign generated over 3 million organic impressions with 1.3 million consumers, and media amplification doubled the campaign’s reach. The average engagement rate for the contents created and posted was of 6.83: four times higher than the industry average (*eMarketer/RhythmOne, mars 2016 ).
Why such high engagement?
Creating teams helped encourage the creation of user generated content (UGC). The campaign relied on authentic content which generated reactions from the audience, throughout the project. Every piece of content was personalized in order to be relevant for each influencer’s audience, and amplified in order to increase their reach even more.
Activating a variety of platforms (Instagram, Youtube, Facebook, blogs) meant each influencer’s community was exposed to a greater number and a greater variety of contents. Additionally, the campaign relied on the need consumers have to hear multiple opinions before making a purchase decision.
Influence marketing was called for with the Activia Challenge, because influencers’ communities are truly invested in their everyday life and interested in what they consume, including what they eat. The proof? Influencer content outperformed branded content.
