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I?go

New Yogurt, Repositioned Dairy Company

Challenge

How fast can a company turn around? The i?go story is one of business transformation. It provides a strong example of Canadian innovation and success, generated in partnership with CASACOM’s long-term client Ultima Foods (UF). In 18 months, together, we repositioned an entire business.

UF had to transition from its 40-year heritage of being a ‘Yoplait’ company to one with a new culture, vision and values and launch a new brand of yogurt called i?go – “the new way to say yogurt.”

Strategy and Activities

Ensured all issues were mitigated before the launch (an 18-month confidential process).

Developed and consistently told consumer-focused stories that went beyond products.

Conducted a national study enabling it to write, design and produce a 22-page booklet called “40 Years of Yogurt”.

Created faces for the new company and brand, leveraging these ambassadors online and in person.

Built anticipation/intrigue via teasing techniques to engage consumers/influencers; created a i?go mania and tailored activities for each region and audience: influencers events, online influencer campaigns, flashmobs, etc.

Developed content for social media platforms.

Worked within tight/new deadlines, as well as produced detailed documents updating progress on media relations, event logistics, material development, etc.

Results

In the first months after the launch, we had already surpassed all objectives, starting with an unexpected 12% of market share. Plus:

77% awareness;

92M media impressions of positive coverage;

1.5 million impressions on Twitter;

Over 50,000 Facebook fans after three months;

243,000 (unique) visitors on the i?go website;

Instead of the 4% of annual growth, the yogurt category grew by 9% from September to December across Canada. Retailers attributed this growth to the i?go launch;

The i?gomania went on for a year!

Finally, CASACOM won a prestigious PRSA Silver Anvil Award in 2013 for this campaign.

Relevant Data

92

M media impressions

50000

FB fans in 3 months

12

% market share

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