{"id":79103,"date":"2025-05-28T22:30:06","date_gmt":"2025-05-28T22:30:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/28\/danones-bold-playbook-for-creator-driven-brand-growth\/"},"modified":"2025-05-28T22:31:11","modified_gmt":"2025-05-28T22:31:11","slug":"danones-bold-playbook-for-creator-driven-brand-growth","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2025\/05\/28\/danones-bold-playbook-for-creator-driven-brand-growth\/","title":{"rendered":"Danone’s Bold Playbook for Creator-Driven Brand Growth"},"content":{"rendered":"

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This text was produced in partnership with Linqia<\/strong>.<\/p>\n

This submit was drafted utilizing AI and reviewed by an editor.<\/em><\/p>\n

In a media panorama the place authenticity strikes markets, Danone is leaning on influencer advertising to get its message out. <\/p>\n

Throughout a panel at ADWEEK\u2019s Social Media Week<\/a>, Danone CMO Linda Bethea and govt artistic director Eric Flinn joined Linqia chief technique officer Keith Bendes to unpack a technique that marries real-time relevance with manufacturing prowess.<\/p>\n

\u201cInfluencer is a important part of our total advertising technique,\u201d stated Bethea. \u201cThe normal linear advertising funnel, that\u2019s useless. Youthful customers immediately have interaction in a steady loop of discovery and engagement due to the web, social media, and influencers.\u201d<\/p>\n

This shift from linear to loop underscores the meals and beverage big\u2019s method: Influencers usually are not simply amplifiers\u2014they’re collaborators built-in at each contact level, from content material creation to cultural engagement.<\/p>\n

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Exhibiting up on the proper events<\/strong><\/h4>\n

Danone\u2019s playbook begins with cultural responsiveness. When a social media submit sparked debate over whether or not to place cereal or milk within the bowl first, Danone\u2019s Silk model jumped in.<\/p>\n

\u201cIt was approach simpler on Twitter,\u201d stated Flinn. \u201cNow there\u2019s an expectation for visible content material, and it slows the method down. However should you do it proper, it feels actually genuine.\u201d<\/p>\n

\u201cYou must present as much as the fitting social gathering,\u201d stated Bethea. \u201cWe’ve a portfolio of over 20 manufacturers, and it\u2019s essential that we perceive the model goal, the model positioning, and the audience for every, in order that we deliver our model to life in an genuine, related approach.\u201d<\/p>\n

That authenticity was on show when Silk collaborated with influencers to weigh in on the cereal-first controversy, full with road interviews. The takeaway? Agility requires greater than velocity\u2014it calls for a transparent course of and inside alignment.<\/p>\n

Artistic integration, inside and outside<\/strong><\/h4>\n

Past reactive campaigns, Danone is weaving influencers straight into its manufacturing ecosystem.<\/p>\n

\u201cYou see MrBeast in NFL video games,\u201d stated Flinn. \u201cWhile you work with movie star expertise or sports activities expertise, that means of attempting to get them to get on social media on their channels is often fairly compelled and tedious. In case you work with a creator or influencer, that\u2019s of their wheelhouse.\u201d<\/p>\n

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At occasions or throughout shoots, Danone routinely invitations creators to take part not simply as expertise however as co-producers.<\/p>\n

Flipping the script, Danone additionally invests in content material made throughout the creator\u2019s personal surroundings, which Flinn famous feels extra genuine and reduces the operational burden when producing at scale.<\/p>\n

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Government help and structural buy-in<\/strong><\/h4>\n

The key to shifting quick in an enormous firm? Management buy-in. \u201cSeeing one thing is the simple half,\u201d stated Bendes. \u201cAppearing on it if you\u2019re at a big firm is kind of laborious. There\u2019s an operational course of behind that.\u201d<\/p>\n

Bethea agreed: \u201cWe needed to promote this to different senior leaders and assist them perceive why influencers ought to be a precedence.\u201d The pitch labored. \u201cWe truly constructed out a complete social and cultural influencer workforce beneath Eric\u2019s management,\u201d she added.<\/p>\n

Manufacturers typically ask their social groups to \u201cbe extra like Duolingo\u201d\u2014a reference to the language app\u2019s viral, irreverent presence on TikTok<\/a> and different platforms\u2014however that\u2019s typically an unrealistic ask.<\/p>\n

\u201cDuolingo has a 10-person writers room, authorized integration, senior govt help,\u201d Bendes stated.<\/p>\n

However manufacturers can nonetheless achieve success even with out that deep degree of integration. Danone\u2019s success illustrates that significant influencer advertising isn\u2019t about chasing traits\u2014it\u2019s about making a system that turns cultural moments into model fairness.<\/p>\n<\/div>\n