Stephanie Gilmore shows how YoPRO fuels her passion
Gain exposure for Danone’s new Aussie high protein yoghurt
Always Human were asked to implement a strategy to amplify the message that YoPRO is a high protein yoghurt with no added sugar.
It was important that we elevated the brand in an authentic way. The objective was to work with talent that naturally fit within the YoPRO ethos and could easily talk to how the yoghurt helped in fuelling their success.
Steph fuels her passion
With this campaign, we implemented the concept of ‘Fuel Your Passion’ to act as the cornerstone message.
YoPRO engaged world class athlete and surfing legend, Steph Gilmore.
Following the creation of assets with Steph surfing and pursuing her passion, we implemented a PR plan which allowed us to maximise our time with her and push the messaging of YoPRO.
This campaign came off the back of our first #FuelYourPassion series, where we engaged athletes and asked them to create a 30-second video which showcased them living out their passion. The idea was to call out YoPRO as a contributing factor in how they train and pursue their perfection.
We engaged 6 Australian GoPro athletes to act as YoPRO ambassadors and post unique videos across their Instagram channels.
We then leveraged Freestyle Aerial Skier, Danielle Scott, and Women’s Sevens Rugby player, Charlotte Caslick, to create a public relations strategy. Using this talent, we developed a PR plan to secure relevant interviews which would run in conjunction with their bespoke YoPRO videos.
Making waves with media!
We had limited access to Steph for interviews so it was important that we utilised our time to achieve epic results.
We secured coverage across Sunrise, Channel 7 News and The Daily Telegraph. Each outlet ran Steph’s YoPRO video in conjunction with the interview.
The campaign achieved a reach of over 55 million.
These results mirrored the coverage that was achieved with Charlotte Caslick and Danielle Scott, in which interviews were secured across a range of publications. This included Channel 7 News, Sunrise, Fox Sports News, The Back Page, The Daily Telegraph, The Australian, Huffington Post, Sporteluxe and WHIMN.
The original content series accomplished a reach of over 47 million and achieved an editorial value of over $1.1 million, and pushed the key messaging of what it takes to #FuelYourPassion.