Cannes Lions

EVERYDAY ATHLETES SPONSORED BY YT

SMFB, Oslo / TINE / 2015

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Overview

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Credits

Overview

Description

We launched a strategic change in YTs sponsor tactic: No more celebrities. Instead we would start sponsoring the everyday athletes. Those who try to find time and effort to train in a hectic everyday life. Everybody who worked out could apply for one of our over 100 sponsorship deals, all we wanted in return was a good reason or story.

On our campaign site you could browse through all the sponsorship agreements, apply for – and share your favorites. Just like a professional athlete, you had to sign a sponsor contract with customized terms for every sponsor deal.

This campaign didn't just bring sport nutrition top of mind. It gave our products an emotional context and triggered activation simultaneously, by linking the products to great opportunities.

Execution

TINE YT is known for sponsoring famous athletes, and we stayed true to the profile.

The campaign launched on Facebook with a press conference telling the story of the change in TINE YT’s sponsor strategy. For five weeks we told people about the opportunity with targeted facebook post and web-banners, and guided them to our campaign site where they could browse through all the sponsorship agreements, apply for – and share their favorites. Just like a professional athlete, they had to sign a sponsor contract with customized terms for every deal.

One of our facebook fans acted as the face of the campaign.

On Facebook we shared video material and content from our Instagram sponsorship. We gave out at least one sponsorship every day, so that throughout the campaign period we could talk about deadlines for applying – and showcase those who had received a sponsor deal.

Outcome

With a small budget the campaign did some wonders. Within five weeks, 52028 unique users visited the site leaving 11187 written sponsorship applications - that’s as many as the population of an average Norwegian municipality! CTR 21,5%

and an average time spent on yt.no up from 32 seconds to 02:38. Now 85% of our target group knows about YT. Even if increased sales wasn’t the main goal, the value of sold TINE YT products increased with 13%.

Average organic reach on Facebook increased with a massive 15284% – our site exploded with 32958 likes, comments, shares and clicks, and also gained 1635 new followers(up 10%). On Instagram over 800 people used the campaign hashtag.

As a result of the campaign, we have over a hundred new sponsor objects to utilize in future communication. We’ve already started, making everyday athlete Hanna(15), the star of our latest product launch.

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