Situation

Dannon was using real, everyday women in a TV spot with spokesperson Jamie Lee Curtis for their Activia brand.  They called The ZiZo Group to find a way to amplify this program online and create value with an existing TV ad.

Objective: To extend the TV program to an online social program Activia could own and control. 

Strategy & Tactics

We tied creative around the importance of digestive health and staying active, and used the allure of an inside look at Hollywood as a hook for the series.

Real Women, Real Stories Play Video

RESULTS

  • Activia established a YouTube channel using the videos.
  • Series syndicated across a number of different sites and publishing partners. 
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