In Canada, Activia wished to partner with an agency who could bring on a new take to the Activia Challenge, a recurrent high point for the brand. Made in stepped up to the plate by fostering and leveraging the strong sense of community catered by influencers to entice people to participate.
Selected brand ambassadors presented the Activia Challenge, and invited their community to join them on this journey to discover their true potential, by starting from within. Each influencer formed a team with 5 of their followers to participate in the 2 per day Activia Challenge and document their experience throughout the adventure thanks to a myriad of engaging contents.
To have the chance to join the influencer’s team, followers needed to fill out a carefully designed form illustrating their objectives and motivations. This also provided the brand with highly qualitative and specific information about its target clientele.
Influencers stressed the fact that the main reason why people should join is for themselves! There is no prize other than the one of putting yourself and your health first to allow you to reach your goals.