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Danone is a leader in the food industry, with a strong collection of healthy and innovative yogurt-based products. Mid 2014, the world’s #1 in fresh dairy foods turned to Walkie Talkie to assist them in creating & implementing fitting PR concepts & strategies.
Concepts & strategies
In 2015 Walkie Talkie set out to reach active women with Activia. We set up a large blogger approach and created the “#boostyourpositivity”-project, aimed to spread positive vibes within the mommy blogging community. Activia gave them a platform to share tips and tricks on how to deal with the hectic lifestyle of being a mom. Four mommy blogger ambassadors challenged other blogging moms every week of the month to share their stories & experiences on specific topics. At the end of the month – on International Women’s Day – Activia hosted a big brunch to gather all participants and celebrate together. Over 150 bloggers participated actively, with hundreds of blogposts as result! Later that same year, Activia also held a second challenge & campaign, which would involve over 200 female bloggers who shared their views on their daily routines & struggles.
Later on, during the summer of 2015, Walkie Talkie began work on Vitalinea for the launch of the new Vitalinea Plus range. The particularity of this new product is its texture, which is very firm and rich in proteins – perfect for a quick breakfast, or a healthy snack. Our mission: get the Belgian blogosphere to discover Vitalinea Plus. In order to do so, we created #myvitabreak, a 4-week challenge aiming to move more, live and eat healthier, sleep better and improve the daily work routine. We selected 35 belgian bloggers who received an urban survival kit, containing 28 tips to follow during 4 weeks, and several accessories that would help them succeed the challenge. Throughout November, the participants shared their experience on their social media accounts and blogs. All the posts were also gathered on vitalinea.be. In addition to the seeding strategy we also created 4 advertorials with different ambassadors which were published in different on-target print publications.
- Making the brand visible online & offline
- Develop and create a PR hook for new product launch
- Build up a fan and seeding community
- Copywriting & editing
- Development and implementation of (product) seeding strategies and community building
- Organisation and hosting of events
- Coordinate content creation & video productions
- Social Media Support