Danone Case Study
Danone Case Study
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 around three key goals.
>66% of all adults say shopping originates from creator recommendations.2
Danone decided to complement its traditional media campaigns with Influencers by Roundel™. Selected influencers posted content on Instagram featuring the Two Good Yogurt lemon flavor.
13 individual influencers were leveraged, with a focus on reaching Millennials, especially those who are mothers.
Influencers were chosen for being known for posting food-focused content.
Organic content was posted on Instagram.
A few months after the influencer campaign, Danone repurposed an influencer asset to drive incremental reach through Social by Roundel™.
Placements: Instagram In-Feed Image Ads
Category targeting: Food & Beverage (Yogurt category, specifically)
Audience targeting: Greek Yogurt Purchasers, Nutritious Low-Sugar Purchasers, Keto Purchasers
impressions from all Two Good Yogurt lemon flavor campaigns
impressions from Influencers and Social by Roundel™
engagement rate for Influencers by Roundel (2x higher than benchmark)
By using new media solutions from Influencers by Roundel and Instagram, Danone drove authentic engagement and incremental reach for its new product line extension.
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*Benchmark for all Roundel IG ads running between May-November 2021.
1Survey conducted by Roundel via Fuel Cycle in May 2021 and sent to 2,500 current Target shoppers.
2LTK, 7 Secrets To Holiday Success: Influencer Marketing Insights from LTK’s Holiday Shopper Study, October 8, 2021 (accessed November 15, 2021).