DANONE
Danone is a family focused yogurt brand that prioritises keeping things simple & delicious. The UK branch needed some help creating content that reflected their personality.
Context
Danone’s personality is honest, bold and joyful, but this was not being reflected in their online presence.
I was brought on board to refresh their social media, tailor their branding and to showcase their core values: progressiveness, responsibility and optimism.
My Role
Research
Branding
Social Media Content
Graphic Design
Motiongraphics
Agency
Oliver
Completed
2020
Goals
I put together a content strategy that would increase audience engagement and reflect the brand more accurately. This would then be used as a blueprint for future social media posts and campaigns.
Research
I conducted a detailed competitor analysis which examined the social media presence of aspirational brands and Danone UK’s top competitors. This included post content, visual style and use of branding. I then analysed Danone UK to identify the areas which needed improvement.
Content Ideas
One of the biggest challenges Danone UK was having was crafting their branding into aesthetically pleasing, relevant content. After discerning their mission, their vision and their brand values, I grouped posts into the following themes:
Posts that promote or encourage a healthy lifestyle
Posts that highlight Danone’s environmental ethos (recycling, sustainability etc.)
Posts that support families (encouraging interaction)
I was then able to adapt the current branding into relevant and engaging social media content.
Instagram feed before
Instagram feed after