About Danone Actimel
Actimel is a yogurt drink available in 12 delicious flavours and a great way to start the day as part of a balanced breakfast. Actimel contains Vitamin B6 that contributes to the reduction of tiredness and fatigue. It also contains Vitamins B6 & D to support the normal function of the immune system.
About MEC UK
MEC is one of the world’s leading advertising media planning agencies with expertise in digital media, social media marketing, and much more. The fifth largest media agency in the world, MEC clients include Vodafone, Netflix, Paramount Pictures, Marriott, Chanel, GE, Visa, Xerox, Colgate-Palmolive, Chevron, Beiersdorf, Tiffany, and Michelin.
“Actimel and MEC have produced an effective and innovative approach to distributing content with timely and cultural relevance, helping us resonate further with our target audience.”
– Marjorie Borreda / Actimel Global Digital Manager
& Elsa De Guzman / Head of Media and Digital
The Challenge: Finding Fans Across Location, Weather, and Sports
MEC UK was looking for a solution for its client, Danone Actimel, that could target consumers by geolocation, leverage weather signals and football scores, and reach people according to shifts in both. Also, MEC wanted to achieve a Cost Per View of ￡0.03 for three seconds of video.
The Solution: Trigger Based Video Remarketing For Full-Funnel Engagement
MEC used Marin and its status as a Facebook Marketing Partner to retarget the people who were exposed to Danone Actimel videos for three seconds or 95%. Using trigger-based ads, MEC targeted a large audience to ensure Actimel’s brand got maximum and precise exposure.
Since Marin has a partnership with TVTY that allows customers to leverage specific triggers—including, for this project, weather patterns, pollen alerts, travel conditions, and more—MEC UK found the platform uniquely fitting. After the triggers were created and linked to campaigns, the campaigns were activated or paused based on the triggers to ensure messages were shown at appropriate times.
Danone Actimel provided its creative assets to MEC UK. These assets were all designed to deliver messages encouraging consumers to stay strong in everyday situations. These assets were all designed with the specific themes of happiness and bad days, one for each day of the week. The campaigns were then planned and set up according to the associated trigger and creative asset.
The overall strategy included a media plan based on precise and methodical campaigns for reach and frequency, engagement, and video views. Naming conventions made it easier to report on campaign performance, and mass duplication allowed the team to update the campaign in bulk—including duplication of the start, end date, budget, and bidding at the campaign/ad set and ads level.
In addition, Marin’s video remarketing and auto-pause features allowed Danone Actimel to retarget to custom audiences and automatically pause ads with lower click-through rates. Marin’s TV Sync automatically activated Danone Actimel’s social ads based on customizable offline events. Other beneficial features and tactics included:
- Spending cap limit: setting an overall budget limit for the account
- Budget distribution based on the target size of remarketing audiences
- Pivot tables: reporting capabilities at the creative and targeting levels
- Extra link URL: for sharing reports with the client
- Import: easily transfer campaigns from Power Editor to Marin
The Results: Lowered Costs and Simplified Workflow
In conjunction with Facebook’s power and reach, Marin’s dynamic retargeting capabilities drove superior results. The brand achieved:
- 66% less cost per video view on Facebook
- 60% less cost per 25% video view
- 70% less cost per 95% video view
- 39% higher CTR
MEC UK and Danone Actimel were also able to attain less cost for specific triggers on 95% of video watched:
- TV Moments: -25%
- Live TV: -52%
- Weather: -54%
- Sports: -92,7%
- Pollen: -52%