Perle de Lait is an unknown product on the Swedish market. When thebrand awareness was measured before the campaign, it was 0% among men and women 20-50 years old. What the consumers are not yet aware of is that Perle de Lait is an unusually delicious, delicate yoghurt with a unique creaminess and taste that differs from a typical Swedish yoghurt. It can also be consumed in a more continental way - for example as dessert or as a more luxurious snack.
The product has been available in Swedish stores for more than 6 years, but sales have not yet started. In order for the product to not be removed from the shelves, a lift was required.
Our mission was to get more people to discover the product, but with a low budget of only 75,000 SEK, purchased media was not an option.
The target audience:
Women around 25-40 y/o who have medium to high income. She has a full schedule and appreciates those times when she has time to enjoy more luxurious products, either alone or with family and friends. She likes dark chocolate, good cheeses and premium ice cream.
New consumption behaviour means that we need to be careful of how we position the product. If launched as “just another yoghurt” it could become the more unhealthy and expensive alternative to the standard breakfast yoghurt. Instead it needs to be a healthier alternative to ice cream, chocolate, etc. We need to make it premium and luxurious in order to live up to price.
The luxurious yoghurt for guilt free indulgence.
Target group insight:
Within the target group, there is a huge romanticism around France and Paris that involves everything from dream trips to music, movies, etc. This world is associated with luxury and indulgence and also rhymes well with the name “Perle de lait”. And hence, something we should take advantage of in the communication in order to create engagement and liking towards the product.
Perle de lait is in fact a possibility for the target group to indulge for a short while in French luxury every day. Get their daily dose of French passion. Hence the concept is: “Small doses of French passion”. We take advantage of all the loved French associations and use them to promote the yoghurt in an unexpected way in the digital world or through specific events.
We selected 11 of Sweden's most read bloggers who are vary popular within our target audience. These bloggers are constantly being courted by companies who want to highlight their brand and products in different ways, so to make them want to write about our product for free, we needed to surprise and take advantage of something that’s close to their hearts.
Many woman in our target audience, including the bloggers, loves France as it stands for everything that ”everyday Sweden” is not – luxurious and enjoyable – associations that fits perfectly with Perle de Lait.
The solution became a special offer to the chosen bloggers' to capture them during the most ordinary and boring time of the day. On a Thursday morning, a bid with breakfast arrived home to the bloggers. But it wasn’t just any kind of breakfast. It was a french dream including the day’s issue of Le Monde, a baguette, orange juice, Perle de Lait, a croissant, brie cheese, marmalade, flowers, and a handwritten card from Perle de lait. And to really maximise the French dream, the breakfast was delivered by two charming and slightly flirty Frenchmen who arrived at a Vespa.
Of the 11 bloggers who got the delivery, 9 wrote about it, all of them positively. Total number of unique visitors per week on those 9 blogs was more than 1.84 million.
The days immediately after the blog posts, sales increases with 9.41% over previous year's highs – much better than we even dared to hope for. It was mainly lemon flavor that increased, the taste that was sent to the bloggers. During the following days, we beat our sales target and sold 37% of expected sales! The sales increase compared to the same period previous year was 52%).
Additional proof of interest created for the product is the activity on Yoplait.se, which is usually low. We did not make any active link between the deliveries and yoplait.se, but despite that, the number of visitors on the website increased by 705%.
A campaign based entirely on earned media is a risk-taking. There are no warranties. But despite that, we managed to achieve the objectives and even surpass them greatly!