CASE STUDY: Mizone captures teens and young professionals with new isotonic drink

Background

Health and isotonic beverage maker Danone set out to launch its new product 'Ur Flava'. Knowing that teens and young professionals spend more time online, Danone partnered with Admax Network to stay ahead of competitors that had saturated TV, print and outdoor media. With Admax, Danone sought to delve wider and deeper into the youth market by increasing engagement online.

Aim

Mizone and Admax Network set out to target online-savvy audiences who are 18-35 years old, city dwellers, college students, and/or young professionals. It wanted to raise brand engagement and loyalty by reaching out to youth and young professionals in an interactive and content-rich environment, as well as Increase awareness about the product and drive significant traffic to their Mizone “Ur Flava” activation video (Sudden Drop Box) posted onYoutube.

Execution

Mizone ran online ads across Admax Network’s youth and community & networking channels comprised of young tech-savvy and trendy Internet users, 91 per cent of which are between 13 to 19 years old. Both channels have localized content relevant to the Mizone’s target markets and have a strong reach of engaged users who are highly responsive to the brand’s messages.

Creative banner ads with a strong call-to-action message were utilized to entice users to interact with the brand. In addition, Admax Network's proprietary optimization platform continuously adjusted the campaign to ensure that the Mizone ads were delivered to the right and most responsive audiences across the network.

Results

The month-long campaign exceeded target traffic by 580 per cent The Admax Network youth and community and networking channels outperformed all other online advertising media by extending the campaign’s reach to over 3.7 million unique users. Moreover, Admax drove the most number of users to the Mizone Youtube video compared with other online advertising media.