Hunger Cry

Background

With increased competition from supermarket own labels and new products in the yogurt market (strained, Greek, protein), danio was losing relevancy, visibility and share. The brief was to give danio a distinctive personality and engender relevance with new audiences.

Idea

Most yogurt marketing is directed at women but 40% of danio's consumer base was male. There appeared to be an opportunity for danio to position itself more like a male snack than an indulgence.

The idea was the 'Hunger Cry', an uncontrollable desire for food that only danio could satisfy. Influencers were recruited to help the brand reach its young, male target audience. Arron Crascall, with 2 million followers on Vine, YouTube and Twitter, prankster Ben Phillips and comic Anto Sharp had all recently featured on relevant platforms such as LADBible and Buzzfeed.

To launch the campaign, a vending machine was put out on a London street. It dispensed free yogurts to those with the loudest hunger cries.

The video created from this was then edited into bite-sized content and shared across owned, earned and paid-for media.

Arron Crascall also created content which was used online instead of traditional adverts around passion points such as movie releases, music festivals and sports events.

Results

12.6 million completed views across all content, 8 million driven from owned and earned platforms, a 735% increase above the campaign KPIs.

Our Thoughts

Not sure whether there is any 'hygiene' here but there is definitely 'hero' and 'hub' content. The vending machine video got a heroic 1.8m views on YouTube while there is quite a lot of hub stuff from Arron Crascall and the influencers. Probably not as many uploads from screaming millennials as the team would have liked but it seems to have worked well enough anyway.

(If you don't know about Hero, Hub, Hygiene, a good place to start is: https://www.thinkwithgoogle.com/playbooks/build-a-content-plan.html)