Achieving Brand Advocacy at Danone

Achieving Brand Advocacy at Danone

Achieving Brand Advocacy at Danone

The trailblazer of three social innovation programmes we created for DBN. It raised product and consumer knowledge, engaged, inspired and empowered all employees and created passionate advocates for the brand.

Knowledge and pride were proven to have gone through the roof as a result of our programme.

  • The fabulous Food Matters website, containing 300+ articles. It had 7,000 visits in six months since launch, and each visit lasted about 12 minutes thanks to the sticky content
  • An E-learning programme that in a first for the client business, was linked to objectives and PDRs. 95% of people passed the modules first time round thanks to the quality and tone of educational materials we created
  • A monthly newsletter for staff, alongside regular ‘Lunch & Learns’ to really bring the subject matter to life. We filled 260 places at these expert-hosted sessions and threw in a delicious, nutritious lunch for good measure
  • Regular challenges to involve absolutely everyone. Staff walked + 1 million steps, increased their fruit and veg intake, and proved their product knowledge by producing TV ads promoting the benefits of their products.
A complete success. Working with Tribe has been fab, they’ve made the whole project incredibly satisfying. I’d like to say thank you for creating such a unique and impressive initiative and for being such a pleasure to work with – let’s carry on!
Janet Warren

Head of Medical Affairs, Danone Baby Nutrition


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