Actimel wanted to develop a moment-centered marketing strategy for their major health supplement brand and their probiotic yoghurt drink, specifically focused around stressful moments during the day, using numerous TVTY Triggers and Sync technologies. Their main objectives were to deepen brand awareness and increase reach as well as strengthen relationships with their audience.
TVTY triggered a customized campaign using TV, Sports, Weather, Health, and Social in order to reach consumers, to maximize reach, and to increase product awareness. By utilizing all of these varied approaches, TVTY sought to reach consumers when they were having a tough day, monitoring weather, sports, and social and then activating various trend keywords to relate to moments of heightened stress.
“TVTY’s Moment Marketing technology enabled us to centralize our complex moment planning strategy around relevant offline and online moments. We are very happy with the #StayStrong campaign’s result, fully aligning with our positioning of Actimel’s new brand signature. We have decided to make our moment-centered strategy an always-on platform in all our 18 countries.” – Marjorie Borreda-Martinez, Global Digital Manager Actimel