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...