DanissimoVote for Your Flavor

Campaign BasisObjectives, target audience and idea

Product Review

Danissimo is represented by

three flavors units "Danissimo Dessert",

"Danissimo Cheese" and

"Danissimo Fantasia.“

It is a deliciously sweet cheese dessert

with different flavors and ingredients!

Producer: Danone.

Campaign Objectives

1. Drive product awareness and stimulate repeated purchase.

2. Focus on three product flavor.

3. Involve and entertain target audience.

Target Audience

Target audience traits:

• Female 25-30 year old

• Urban citizen

• Have low and medium- income

• Love having a life full of unique

experiences and indulgent thrills

Audience online:

> 1 mil TA age and gender users are

online in Ukraine

1 mil of them are in Vkontakte

0.6 mil of them are in Facebook

Insights

Typical 25-30 year old urban woman

is totally at the top of her game.

Being feminine, beautiful and

modern she is socially in demand.

Putting her family first does not

mean that she is second, preserving

her self-identity and her own space

is important to her. She’s not selfish

or arrogant, she just truly believes

she deserves the best.

A pleasure seeker, she loves to seek

out stimulation and discover new

experiences.

Women value their girl friends, they are

willing to spend hours chatting and

sharing news. These chats often inlude

men in topic.

BIG IDEA

"Danissimo Dessertnui" spoils women, making

their sensual pleasures more exciting.

We involve young women, giving them a little gift -

an opportunity to get aesthetic pleasure enjoying a

tempting dance.

VOTE FOR YOUR FLAVOR and

OPEN MORE ENJOYMENT!

Campaign ReviewInstruments, channels and mechanics

Channels

• Gathering TA via Facebook Ads

• Gathering TA via Vk.com AdsSocial Networks

• Interaction with TA

• Informing about productWebsite

• Entertaining TAFacebook

Application• Boosting friends interest on Facebook

• Boosting friends interest on Vk.com

• Boosting friends interest on TwitterSocial Network

• Return audienceEmail

• Entertaining Smartphone usersMobile Application

Vote for a Dance

1. Choose hero and vote for him (login via social network account or via email).2. Enter product bar-code as optional for scoring 10 points instead of 1 to the hero.3. Enjoy a tempting dance. More points the hero has – longer the dance is. 4. Invite friends to vote through sharing to social network profile.

Call me

Call hero to listen his message. Use Danissimo barcode for calling.

Enjoy Your Friend Dancing

1. Choose a photo of your friend.2. Choose a dance.3. Enjoy your friend dancing.4. Send him a link to his tempting dance.

Available on Facebook and website

Mobile Application

Enjoy tempting dances any time.Your choice is a seductive sailor, a mysterious Bond or a brutal gangster?

Just shake the phone and get tempting dance. Share your impression with friends!

Social Networks Ads

Social Networks Interest

Social Networks Interest

Campaign Results

Some Results

During more than 20 000 website visits users generated more than 8 000 votes

(40% conversion) and spend almost 1 000 hours on website.

350 users voted with barcodes.

More than 700 Facebook users generated their own videos via application on website.

And more than 100 users made calls to a hero with barcodes.

THX!Enjoy preview of a tempting dance on the next slide

and see MORE on danissimo.danone.ua