Convert engaging content into sales using Openr like Activia

Activia wanted to convert engagement in their content into product sales and utilised Openr with Outbrain to do it.

1443 0
1443 0
Activia-driving-sales-from-content-with-openr

“Openr is a simple, effective way of diverting traffic to you [from shared content]… Finally social marketing seems much more attractive“

Oliver, Digital Planning, MEC Global

The highlights:

The Danone Activia team created engaging lifestyle content to engage their target customers with ideas and advice on food and healthy living (rather than content about Activia products).

The challenge in hand was to drive readers to this content and convert engagement in this lifestyle content into Activia product awareness and sales.

The tools selected for the job were Outbrain and Openr working together: Outbrain to distribute content and Openr to convert.

The Openr message was seen over 21,000 times, and nearly 1% of them clicked through to add the products to basket in their preferred supermarket. An excellent result for a pure sales focused call-to-action.

The full success story:

About Activia:

Yoghurt brand Activia, which is part of the Danone stable of global brands, is all about giving you a daily dose of digestive goodness to keep you at your best everyday.

About the challenge:

The Danone Activia team were running a content-led campaign: Engaging lifestyle content was being produced to engage their target customers with ideas and advice on food and healthy living (rather than content about Activia products). With this content hosted on their own website, the challenge was then to drive readers to this content, and encourage readers to be aware of the product range from Activia that they might like to buy. The tools selected for the job were Outbrain and Openr working together.

Campaign objective:

To convert engagement in lifestyle content into Activia product awareness and sales

Working with Openr:

The content was created focusing on providing useful insight for readers on things such as how to use your left overs, with no mention of Activia other than it being hosted on the Activia website.
This content was then promoted during the campaign period using Outbrain, which distributed it on other popular news sites. But rather than using the normal content URL to share the content, it was Openr URLs added to Outbrain. That meant that with every click on the content readers saw not only the article, but also the Activia Openr message. The message linked the content to the Activia brand, driving awareness, and the call-to-action in the message was to add the Activia products to basket in a chosen supermarket, to drive sales.

Results:

The Openr message was seen over 21,000 times, and nearly 1% of them clicked through to add the products to basket in their preferred supermarket. An excellent result for a pure sales focused call-to-action.

A word from MEC who ran that campaign for Activia:

“Openr is a simple, effective way of diverting traffic to you [from shared content]… Finally social marketing seems much more attractive“


Openr is a social-sharing marketing tool, used by thousands of digital marketers to drive real results from the content they share on social. If you fancy more traffic, more sales, and more leads from all the content that you’re already sharing on social sign up for a free trial

Try Openr for free for 30 days

In this article