Roundel™ Solutions Case Study

Danone engaged Instagram shoppers with a test-and-learn campaign.

By leveraging Roundel™ solutions on Instagram, Danone drove awareness and incremental reach among millions of potential buyers for a product line extension.

Objective

New flavor. New approach to engage shoppers.

Compared to other sites and social platforms, Target guests are 46% more likely to buy products from Instagram ads.1 From this insight, Danone sought to create a test-and-learn campaign for its new Two Good Yogurt lemon flavor.

Danone key objectives:

  • Build awareness and excitement among new and existing buyers

  • Drive incremental reach among Millennial and health-conscious audiences on Instagram

  • Use new Roundel solutions that leverage influencers from LTK’s network and Instagram In-Feed Image Ads

>66%

of all adults say shopping originates from creator recommendations.2

Approach

Step 1: Drive authentic engagement with social media influencers.

To complement its traditional media campaigns, Danone leveraged Influencers by Roundel™. Influencers posted content on Instagram featuring the Two Good Yogurt lemon flavor to help drive authentic excitement for the new product.

Danone Influencers by Roundel campaign

Duration: February 11, 2021 – February 27, 2021

Media channel: Instagram

Number of influencers: 13

Influencer criteria:

  • Millennials, especially those who are mothers or have a large following of moms
  • Known for posting food-focused content, supportive of sustainability and/or corporate responsibility, live an active lifestyle, and/or seek out healthy foods with attributes like low sugar and low calorie.

Step 2: Extend reach with more delicious, authentic content.

A few months after the influencer campaign, Danone repurposed an influencer asset to drive incremental reach through Instagram In-Feed Image Ads.

Danone Instagram In-Feed Image Ads campaign

Duration: May 16, 2021 – June 26, 2021

Media channel: Instagram

Category targeting: Food & Beverage (Yogurt category, specifically)

Audience targeting: Greek Yogurt Purchasers, Nutritious Low-Sugar Purchasers, Keto Purchasers

Results

Social support boosted overall campaign exposure and reach.

Running an Influencers by Roundel™ campaign followed by amplification of assets on Instagram helped Danone magnify the messaging for the new flavor launch and reach key audiences on social.

22M+ total impressions

from all Two Good Yogurt lemon flavor campaigns

5.4M+ impressions

from Influencers by Roundel (1.8M+) + Instagram In-Feed Image Ads (3.6M+)

7.8% engagement rate

for Influencers by Roundel (2x higher than influencer industry benchmark)

0.88% engagement rate

for Instagram In-Feed Image Ads (over-performed Roundel benchmark:* 0.57%)

22M+ total impressions

from all Two Good Yogurt lemon flavor campaigns

5.4M+ impressions

from Influencers by Roundel (1.8M+) + Instagram In-Feed Image Ads (3.6M+)

7.79% engagement rate

for Influencers by Roundel (2x higher than influencer industry benchmark)

0.88% engagement rate

for Instagram In-Feed Image Ads (over-performed Roundel benchmark:* 0.57%)

*Benchmark for all Roundel IG ads running between May-November 2021.

Conclusion

Connect with customers in the way that works for them—and you.

By using new media solutions from Influencers by Roundel™ and Instagram, Danone drove authentic engagement and incremental reach for its new product line extension.

  • Grow.

    Drive awareness and impressions among relevant guests where they want to discover brands and products.

  • Engage.

    Connect with new audiences on social media in authentic ways with the help of influencers.

  • Learn.

    Test and learn new tactics within your media mix to find opportunities to optimize future campaigns.

Reach out to your Roundel account executive