Creation of the panierdeyoplait.fr website, a genuine consumer commitment system, offering several actions in favour of biodiversity (consumption and sharing of content, ordering of honey flower seeds, sponsorship, etc.).
Panier de Yoplait
Turning a commercial highlight into an engagement strategy.
How to engage consumers in a relationship with the brand that goes beyond the transactional framework?
Our
answer
To create a virtuous circle favouring consumer commitment: the more they act, thanks to Yoplait’s Basket, the more the brand will allow them to collect gifts related to biodiversity, and the more it will in turn get involved.
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1
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2
A comprehensive and rich content strategy uses static (infographics), animated (videos) and playful (quizzes) content to promote biodiversity awareness messages.
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3
The gamification approach arouses and maintains the public’s interest in our message: the more participants consume and share content, the more likely they are to obtain biodiversity-related prizes (honey from French beekeepers, insect house, etc.).
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4
The “Harvest what you sow” activation is part of a global strategy: promotion of the circular approach (no good fruit without flowers, no bees without respect for biodiversity, etc.), a commitment by the brand and consumers, highlighting the partnership with the OFA (Observatoire Français d’Apidologie) in the service of quality content.
Key points
Gamification at the service of the relationship.
Emerge thanks to a strong creative universe and the richness of the content developed.
Work on all the contact points of the funnel.
Go where the consumers are.
the most dekuple
To have integrated the relational approach from the very beginning of the creative concept to make it a central element of the system.
A strategy that is totally consistent with the global strategy of the YOPLAIT group and the ambition “to be a force for good”. It allows the interests of biodiversity, consumers and the brand to converge. And it works!
Key figures
90
90
90
90
%
of fruit trees depend on bees
500
500
500
500
MILLIONS
of flowers for foraging have already been planted by the brand
