Actimel

The Objective

Danone, the well known global food and beverage company, is dedicated to bringing health through food to as many people as possible. The brand came to TikTok to raise mass awareness for Actimel, its delicious fermented milk drink, whilst generating nostalgia with millennials and ensuring brand suitability through-out the campaign. 

The Solution

Actimel, in collaboration with iProspect and Wunderman Thompson, partnered with a number of French TikTok creators including @adele_tsy, @achillemagic, @julia_nadal_ & @studiodanielle. Ensuring the videos were humorous, engaging and relatable, each of the creators produced a flashback style video, igniting nostalgia for Actimel with other millennials.

Firstly, Actimel opted to run a Top Feed in order to reach as many millennials as possible during the campaign kick off period. Top Feed is a brand new solution that allows advertisers to appear as the first In-Feed Ad of every user session. It allows advertisers to customise audiences, predict reach & frequency across the full campaign duration and optimise for secondary objectives.

Secondly, Actimel set up In-Feed Ads on TikTok Ads Manager with a video view objective, to spread their message further.

To verify brand safety and suitability through-out the campaign, Actimel utilised TikTok’s IAS (a badged TikTok Measurement Partner) solution. Through this independent verification partnership, advertisers in France and Germany and the UK can select Integral Ad Science within the TikTok Ads Manager platform to ensure their ads run near verified safe content, protecting brand reputation.

The Results

The Actimel campaign was extremely successful in hitting all of its objectives, achieving over 42 million impressions with a 2-second completion rate of 42%, proving just how engaging the creator content was. Over 98.9% of these impressions were verified brand safe. To prove success further, *during the campaign period Actimel saw a 30% uplift on sales & a 9% uplift on demand. To top it all off, a brand lift study revealed a 28.5% uplift in ad recall and a 4.6% lift in familiarity.