Danone: Mom, I want to go to the sea

Danone, the food brand, increased sales by identifying and targeting teenagers as a new source of business in Russia.

Campaign details

Brand: DanoneBrand owner: DanoneEntrant company: VMLY&R Russia, MoscowMarket: Russian FederationSector: Dairy products, fats, oilsMedia channels: Competitions & contests, Mobile & apps, Online video, Sales promotion, Social media, Television, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

To grow significantly in a highly segmented category we needed to find a new source of business - the audience that the competitors didn't work with. Having studied the habits of the audience we decided that it had to be teenagers. They have a significant impact on...

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