A new training peer for the everyday anonymous athlete
- + Brand positioning
- + Digital content plan
- + Communication plan
- + Partnerships strategic partners
- + Brand experiences creation
- + Product launch press release
Because of Danone’s reputation as a high-quality product in Spanish households, and the long-lasting relationship between the brand and its consumers, we wanted to make sure we introduced the new category as another long-lasting companion in their consumers’ life.
YoPRO was to be the training peer of all the anonymous athletes that practice sport on a regular basis, the one that pushes them to run the extra mile and do the last set of push-ups, not by being an inflexible trainer, but by helping them overcome their own challenges.
We defined the brand’s position by creating different sports universes to communicate clearly through key messages and channels with each target. Firstly, the brand DNA was defined: vision, purpose, brand promise, personality and values. Through quantitative surveys and focus groups, we analyzed the targets to extract insights and determine how YoPRO could reach them and provide value. Different sport universes were defined to help the consumer relate to the product.
The second step was developing and putting into practice the strategy. With the activation plan focused on sporting events as a vehicle to connect with the different targets in a relevant way, we focused on the blue oceans of said events: the pre-event training and post-event recovery, as moments when consuming YoPRO is more relevant. Online content was created from the offline experiences and used to feed both social media channels and the brand website.