Most of brazilian women already know that Activia helps them stay healthy and balanced. Our challenge was to bring awareness to the emotional benefits delivered by Activia, engaging consumers and prospects by identification.
Instead of presenting the emotional benefits delivered by Activia, we created a campaign to illustrate how women feel in day-by-day situation when they have digestive issues like bloating, gas and rumbling. In other words, how they feel when they’re out of their rhythm.
Our campaign had more than 19 million views on Youtube and Facebook, a view-through rate of 21%, which is almost twice than the average, and 60 thousand page views on Tumblr with a returning rate above 32%. But most important, we empowered women to talk more about their intestinal issues and even laugh about it.