On Tuesday evening, 8 November, the Effies were awarded. Danone received a bronze Effie for the launch campaign of its HiPRO label. Bold choices in strategy resulted in great numbers in the first year. One of those choices: an atypical digital-only campaign. This made Danone one of the few nominees to achieve unparalleled results without the use of traditional mass media. And it got rewarded!
The campaign for HiPRO was run using only digital media and with an authentic, relevant idea created specifically for these digital means. With a meaningful storytelling effort including Olympic athletes and an influencer community, a broader target audience was addressed than HiPRO was originally intended for. This resulted in impressive value growth and rotation figures. That is precisely what makes this effectiveness award unique. The campaign proves that mass media like television and advertising can be overtaken with digital-only media when used creatively from a strong strategic understanding.
The ‘Level Up with HiPRO’ campaign was conceived and executed by digital agency Endeavour in collaboration with MediaCom Netherlands and Greenhouse. Next year, HiPRO will continue to work with them on the brand, using the message ‘Working out tomorrow starts today’.