Yoplait Griego

The Objective

Building brand positioning for a diverse portfolio

The Yoplait Griego brand has been on the market for around 12 years with a continuous update on the variety of its portfolio. The main objective was to create a campaign that kept building its brand positioning, "Llénate de lo bueno”, and connect it with consumers by linking it to the health attributes and different sub-lines.

The chosen sub-lines were Yoplait Skyr Griego, Yoplait Griego and Yoplait Griego Sin Azúcar, for three different audiences. The brand wanted to reach users who seek a healthy life without sacrificing experience and flavor, but, at the same time, those who seek to relieve hunger with something quick and healthy.

They saw an opportunity to include TikTok in the media mix, due to the relevance it provides in the conversation of the Food and Beverage industry, and to better connect with the audience and differentiate Yoplait Griego in its category.

The Solution

Capitalizing TikTok studies and resources

They wanted to boost the brand messages with 2 different contents: branded content adapted to the platform’s mood, voice and style, and creators' content adapted to their everyday routine organically and authentically.

Yoplait communicated "El Griego de Verdad" through House Ads where they present each of the lines and the attributes they offer (Yoplait Griego, Yoplait Griego sin Azúcar, Greek Yoplait Skyr). Also, with the support from content creators that was amplified through Spark Ads, they communicated the attributes naturally, showing recipes and the day-to-day of an athlete and their healthy habits.

Since it was the first campaign Yoplait México ran in TikTok, it was very important for them to know the performance of the types of creatives that they could have as a brand within the platform, so they ran a Multi-Cell Study to find out this result. This also allowed them to continue optimizing TikTok's resources when creating and implementing a campaign.

The campaign was divided into two cells to carry out a multi-cell study. In the first group of ads they had a series of videos called House Ads, showing the attributes of each of the lines (Yoplait Griego, Yoplait Griego sin Azúcar, Yoplait Griego Skyr). They used previously-generated campaign materials that were edited within the platform with the tools it offers, such as stickers, voice, and some clippings. This came as a benefit to recreate videos that were now designed for TikTok.

In a second group of ads, the brand went with used videos from content creators who generated native and organic content for Yoplait Griego where, depending on their profile and type of content, they shared with their audience the attributes they found relevant in each of the lines and that benefited them in their daily consumption. The content talked about recipes, healthy habits, and the daily life of an athlete, managing to tackle the main interests of the target: health, foodies and healthy recipes.

The Results

Testing and achieving results

With a duration of 17 days, the Yoplait México campaign generated a reach of 6.9 million users, helped position the different brand sub-lines, and got to a diverse audience more authentically thanks to the partnership with creators. In total, they had 6 contents, 3 branded contents and 3 content creators that also resulted in being able to differentiate the brand from its competitors. The campaign achieved 72M impressions and a CPM average of 11.05 MXN in their first ever TikTok campaign. [1]

Thanks to the Multi-Cell Study, the brand learned many lessons, such as the fact that content creators must reinforce the messages within their organic content, as well as the importance of using the native elements of the platform. The results of the Multi-Cell study were an Ad Recall of 15% – when the benchmark is 7.7% for North America; 6.6% for Brazil; and 8% globally – and a Brand Association of 3.6%. [2]