Danone-owned global brand Activia produces natural probiotics rich yogurt and dairy products. Activia’s content strategy focuses on a holistic approach for a healthy life with the required nutrition.

“Be Active At Home” Campaign

Activia used a global to local strategy to stay more connected to its consumers in Azerbaijan and Georgia by encouraging a healthy and active lifestyle during the lockdown. 

Considering its target audience, Activia decided to run an influencer marketing campaign to support active life that also aligns with its brand voice. 

Activia teamed up with Keepface to easily manage an influencer-driven campaign with 33 social media influencers from lifestyle, fashion, food, and travel categories in both countries.

Influencers created entertaining and conversational videos such as preparing healthy snacks, doing fitness and yoga lessons with Activia yogurts and dairy drinks, and mentioned other influencers to join the challenge. Influencers shared campaign posts with #BeActiveatHome, #EvdəAktivOl, #ActiviaChallenge hashtags.

On story posts, influencers reminded their followers to join the contest at Activia’s page. The campaign lasted from 6 to 30 May.