Perle de Lait, a rather delicious and smooth French yoghurt, had a very awkward problem. Despite being on sale in Sweden for more than six years, Swedes had no idea what it was. Brand awareness was an alarming 0% among men and women aged 20-50. Product understanding was equally low, meaning our target audience had no idea that Perle de Lait is noticeably different from Swedish yoghurt thanks to its creaminess, delicate flavour and indulgent texture.
With virtually non-existent sales, the product was facing removal from the shelf. Our brief was to explode brand awareness on a virtually non-existent budget of just 75,000 SEK.
THE TARGET AAUDIENCE
25-40 year old women with mid-to-high disposable income. She sees indulgent premium foods as a well-deserved me-time treat, savouring quality dark chocolate, premium cheese and luxury ice-cream.
If we re-launched Perle de Lait as ‘yet another yoghurt’ it would be perceived as a more expensive and unhealthier alternative to standard yoghurt. To shift perception, we had to shift positioning and present Perle de Lait as a moment of indulgence, up there with finest ice creams and decadent chocolate. Only by becoming premium could the product justify its price tag.
TARGET GROUP INSIGHT
As well as having a weak spot for indulgent foods, we discovered something else our target audience loved: Paris. The music, the romanticism, the films, the free-flowing food and wine – our target audience associated Parisian life very strongly with very good living. France therefore became a key driver in our concept.
Perle de Lait allows our target audience to indulge in a little French passion every day. Our concept, “Small doses of French passion” lifts the most emotive and evocative of French associations and links with them firmly with our yoghurt.
With no budget for paid media, we had to be extra smart with our very limited spend. We identified 11 of Sweden’s most followed influencers, all scoring highly in popularity with our target audience.
We took care to not just be another brand hunting for ‘free’ coverage. For these bloggers to write authentically about a product we had to first surprise, then genuinely move them.
Knowing how our target audience loved France for its decadence and indulgence – something everyday Sweden arguably lacks – we delivered a real taste of French luxury to our bloggers.
A Vespa, ridden by two suitably charming Frenchmen, zoomed up to the door of our bloggers at one of the most mediocre times of the week – Thursday morning. They came bearing France in breakfast form: the day’s Le Monde, a freshly baked baguette, just-pressed jus d’orange, flakey croissant, ripe brie and of course, Perle de Lait. A handwritten card from the brand urged them to start the day with a little French passion.
9 targeted bloggers wrote (extremely positively) about Perle de Lait. With a combined audience of over 1.84 million unique visitors a week, this granted the brand immense exposure.
Immediately after the blog coverage, sales of Perle de Lait started soaring. We beat the campaign sales target by 37%, driving 9.41% more sales than the brand’s previous most successful campaign. Overall the campaign delivered a 52% sales increase YoY with a notable peak in lemon flavour – the flavour our bloggers experienced.
Although the campaign did not actively drive traffic to yoplait.se, the site saw a 705% hike in visitors after the blog activity.
Such is the power of an emotionally relevant idea, well executed.