Danone YoPRO

A revolution in sports nutrition

The starting point
what we did

+ Target insights definition
+ Brand positioning
+ Competitions agreements & management
+ Athletes and influencers agreements & management
+ Activation strategy & execution
+ Content strategy & production
+ Reporting

goals
Our move

Discover the insights and drivers of athletes to reposition YoPRO and create a relevant and meaningful ecosystem of interaction between the brand and consumers.

To do so, we focused on generating experiences and challenges through the most aspirational sports competitions in the country. Additionally, a team of ambassadors participated and gave an always-on visibility to these experiences through the generation of content, allowing us to break the offline barrier and reaching the online audience. The YoPRO ambassadors team was integrated by Valentí Sanjuán, Purito Rodríguez, Saleta Castro and Paula Butrageño among others.

“Hay que poner el foco en lo positivo, sabes perfectamente que correr te va a cambiar el día, el día que más te cuesta es el día que más lo necesitas”

Paula Butragueño – @pau_inspirafit

Implementation

The first step to implement the ecosystem of interaction was to link up with the most aspirational sports competitions in the country, such as the Mitja Marató Barcelona, the Rock’n’Roll Running Series Madrid or the Quebrantahuesos. To do so, we took into consideration the interests of our target, supporting them and providing them with resources to achieve their challenges, and those of the competitions, adding value to the experience they offer.

We then created an activation plan around each of the competitions based on three major momentums:

Pre-competition: creating online content starring our ambassadors and launching the Virtual Races of the competitions through Strava.

Competition: appropriating strategic supports of brand visibility and supporting participants by providing them with YoPRO products.

Post-competition: capitalizing the memorability of the challenge through a personalized diploma with the main metrics of each participant, which was sent at the end of each competition via SMS/email.

Additionally, through our team of ambassadors, we motivated their communities to take part in those competitions, accompanying them throughout the whole journey and telling the inspirational stories and challenges behind each one of them.

Transversally, we generated an ecosystem of communications that fed the brand’s channels with relevant content for YoPRO’s target, which strengthened the brand’s positioning and value proposition.

results

700

Pieces of content and posts

5

Online reach

132

Offline reach

65

Product tastings

4

PR reach