Activia wasn’t just sponsoring Riyadh Marathon 2024; they were becoming the official gut wellbeing sponsor! This presented a unique opportunity to not only promote their products but also establish Activia as a leading partner in health and wellness through collaboration with local influencers. This was obvious through the tagline: Keep your gut moving.

Offline to online marketing through local influencers:

Activia wanted to reflect the offline activity online, and invite followers and fans to be part of the Marathon. Their goal? To position Activia as a daily life partner for Gen Z and Millennials. To achieve this, they partnered with local influencers within these target segments and Hashtag Content Creator team attended the event These influencers would not only create buzz but also inspire their followers to embrace healthy living and an active lifestyle through informative content.

Unboxing the Power of Probiotics

The strategy involved two key tactics: unboxing videos and event coverage. Unboxing videos offered a fun and engaging way to introduce Activia products and highlight the billions of beneficial probiotics they contain. This tactic not only expanded Activia’s reach but also spread awareness about the product’s gut-healthy benefits through increased video views.

Building Excitement and Encouraging Participation

Hashtag ensured all the social media buzz was captured, allowing followers to experience the entire journey virtually. The campaign kicked off with a captivating pre-announcement video that officially announced Activia’s partnership with Marathon 2024. But the excitement didn’t stop there! Influencer content also included booth coverage, encouraging their audiences to attend the marathon, experience Activia products firsthand, and participate in the interactive games and activities at the Activia booth.

Impressive Results: A Social Media Marathon

The campaign was a social media success story, reaching a staggering 8 million impressions and generating 400,000 video views. Influencer posts alone reached over 500,000 people, with video views exceeding 300,000. By leveraging the power of local influencers, Activia effectively delivered its message and positioned itself as a trusted partner for a healthy and active lifestyle.