Who says you can’t play with yogurt?

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In 2012, Ultima Foods launched “iögo”, a new brand of yogurt in an already saturated market. Expectations were high given that this new product had to win over consumers as well as achieve a specific level of performance from the day it landed on store shelves. Working with a team of “star” agencies, Ressac was tasked with developing a social media program as part of a national integrated brand marketing campaign.

In addition to supporting the social media campaign, Ressac was also tasked with strengthening brand engagement, acquisition of users through hard-hitting initiatives as well as present to consumers the variety of different flavours iögo had to offer. One of these initiatives was in the form of a multi-player gamed called iögo Memory.

The goal was to attract new fans and get them to join the brand’s Facebook page and converse with the rest of the community. With this type of offensive, acquiring quality fans is critical to reaching a critical mass and increasing the performance of future offensives. But we met that challenge by creating an initial contact between users and the brand and its line of products through an entertaining yet non-intrusive strategy.

The goal was to attract new fans, entice them to join the brand’s Facebook page and have them converse with the rest of the community. Acquiring a quality fan base is essential to reaching a critical mass thus increasing the performance of future initiatives. We met that challenge by creating an initial contact between users and the brand and its line of products through an entertaining yet non-intrusive strategy.

Iögo Memory is a Facebook application that enables users to play a classic childhood memory game. We adapted the game so that it would represent all of iögo’s flavours and enable multiple users to face off with other fans. Not only did the application enable users to discover the brand, but it enabled the initiative to go viral because of its multi-player functionalities.

Results

  • + 16,698 new Facebook fans (60% viral growth)
  • + 19,000 new subscribers to iögo’s newsletter
  • 13,000 Facebook users reached per day