Danone plots behavioural led digital strategy to create 'meaningful content'

Danone is hoping that by re-framing its brand challenges and taking a behavioural led approach to social and digital it will be able to develop more meaningful content for consumers.

Speaking to The Drum Sarah Dossett, Danone's marketing lead said the company is looking forward to "shifting the gear even further" in its digital strategy to create better cut through in its campaigns.

Danone, which also owns Volvic and Evian, has appointed independent agency HeyHuman as its digital and social agency to drive the strategy that will see it look to use a more insight-driven approach to shift perceptions of its water brands.

"We want to ensure we're maximising the channels we know our core audiences are using. These include, YouTube, Facebook, Instagram and Twitter," said Doss.ett

HeyHuman has previously worked on Volvic in a shopper engagement capacity.

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