Case Study: Danone achieves Actimel's European repositioning and 49M impressions with Twitter

How did Danone use Twitter to reposition Actimel in Europe thanks to its new tagline ‎StayStrong

Danone set out to reposition its Actimel brand across multiple European markets by connecting with consumers around everyday struggles and shared events using a new signature tagline, #StayStrong. The challenge was to quickly build awareness and relevance while driving engagement across diverse countries and cultural moments.

The team executed a real‑time Twitter campaign using local Actimel accounts, on‑the‑ground sampling and connected dispensers, emoji-driven interactions and event tie‑ins to bring #StayStrong to life. The effort delivered nearly 49 million impressions, a 250% increase in earned media (15× more positive comments), an average CPV of €0.04, and exceeded campaign objectives for visibility and video views.

Danone

Marjorie Borreda-Martinez

Global Digital Manager