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Move and
wake up
your volcano .
Move and
wake up
your volcano .
The campaign .
Volvic Juicy, a natural water based flavoured drink from the Danone Waters group, managed to reach over 1.4 million profiles during the media campaign.
1,4 million
of qualified profiles reached during the media campaign.
+ 160 000
estimated unique visitors to retail outlets
+ 6%
value increment on campaign presentations
The context .
In 2013, Volvic diversified its product range by launching Volvic Juicy, a water with added fruit juice, which quickly won over the French with a very wide range.
However, competition is growing and brands must constantly re-invent their communication to be ever more effective. Manufacturers must therefore compete with innovations to try to seduce increasingly demanding consumers.
To meet these objectives, we designed an innovative and seamless advertising system, covering the entire customer journey, from identification to media activation of affinity populations to the measurement of advertising impact and in-store sales.
A first phase of branding.
Full-screen interstitials with personalized messages for each target, dynamically optimized (DCO) according to the weather and the city, invited each user to click on the creative format.
The format was adapted to illustrate the 3 flavours of the range (Strawberry, Exotic and Tea)
A second phase of retargeting.
We retarget the populations engaged during the first phase in order to bring them to discover the product in shop.
For this purpose, the Adot studio has created an innovative intersititel format that allows an interactive map to appear after tilting the smartphone of the mobile user
A second phase of retargeting.
We retarget the populations engaged during the first phase in order to bring them to discover the product in shop.
For this purpose, the Adot studio has created an innovative intersititel format that allows an interactive map to appear after tilting the smartphone of the mobile user
The results .
We were able to concretely measure the effectiveness of the campaign by analyzing in-store sales among the populations exposed to the various creative messages.
For this campaign conducted from June 27 to August 31 with Danone Waters and iProspect, we were able to assist them in identifying their most affinity populations, with the reconstruction of three strategic Tribes dedicated to the Volvic Juicy range:
"Pop Culture
mixed profiles aged 18 to 25
"Gamer Culture
mixed profiles aged 20 to 40
"Young Families"
mixed profiles aged 25 to 45
For this campaign with Danone Waters and iProspect, we were able to analyze in-store sales among the populations exposed to the different creative messages. We obtained the following results:
The campaign was therefore a real success and achieved the following results:
- 1.4 million qualified profiles reached during the media campaign
- 2.3% increase in the rate of engagement with the creative advertising formats broadcast
- 20% more store visits
- 160,000 unique visitors estimated in retail outlets
- 6% increase in value among populations exposed to the campaign
- 15% increase in volume among populations exposed to the campaign