ACTIVIA IN SYNC STORIES
For 25 years, Activia spoke to people as a functional product. It was a yogurt and a digestive aid that contributed to a woman’s balanced lifestyle. But in a world where people expect more from brands, Activia needed to connect with them emotionally as well.
Our central insight was 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.
We partnered with breakout ballet star Ingrid Silva to explore how she trusted her gut and overcame her self-doubts to achieve success. The cornerstone of the campaign was 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.
INSPIRING GROWTH: RESULTS
“Activia InSync Stories: Ingrid Silva” was Danone’s biggest launch in five years and touched an immediate nerve with audiences around the world and even garnered a Cannes Silver Lion for Film Craft. Key success metrics included:
Released in 27 countries
20+ million online views
8% increase in the engagement rate