Brand Background
Mayo is a drinking yoghurt brand under the Danone umbrella. Mayo is usually served in 250ml Mayo cups or in Mayo lolly satchets.
After operating in the country for more than 15 years, particularly within black townships, the Mayo brand has a cultural connection to its core audience.
The Brief
Mayo wants to appeal to a larger and more affluent market by entering the frozen yoghurt bar space that is currently occupied by the likes of Wakaberry and Froyo.
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Our goal was to generate a big idea and possible executions for an online campaign for Mayo Yoghurt Bars.
The campaign is meant to make use of user-generated content to ensure awareness around the brand’s new offering.
Mayo will initiate interactions that will lead the consumers to create their own fun and interactive content.
The Target Market
Primary: 22 to 29-year-old affluent black urban youth.
Secondary: 22 to 29-year-old affluent white urban youth.
The Insight
"I don't do frozen yoghurt bars because my friends and I don't relate."
The primary target market felt that frozen yoghurt bars aren't relatable to them.
The Big Idea
#OddCombo
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Rationale: #OddCombo is centered around the flavour variety that Mayo will be offering in their new Mayo Yoghurt Bars. These flavours will be unique to Mayo and the consumer. This campaign is about how creative and innovative people can be when challenged to make odd combinations work. It’s about the fun and tastiness of finding things that don’t match.
The Executions
Social Media Posts - Facebook.
Social Media Post -SnapChat Engagement.
Mayo will prompt consumers to share their most odd combinations ranging from food, couples, flavours, clothing and other random ones.
Furthermore consumers will be tasked to actively create their own weird combinations in the form of dressing up, making food and mixing their own flavours and then snapping the pictures to Mayo.
Activation - The Odd Combination
The facebook posts begin to create the rollout for the next phase which is the activation.
The Odd Squads are invited to the Mayo activation where they are put in several different teams and are tasked to create odd and delicious flavours.
These delicious and unexpected flavours are tasted by a panel of pastry chefs to determine the best of the best.
The winners of the Odd Combination Activation will be awarded flavours of their choice that will be served at the launch of the Mayo Frozen Yoghurt Bar. This highlights how this campaign is user-generated at all phases.
Post Campaign Implementation
Once the campaign has rolled out the proposed strategy to sustain it is to:
Run a monthly competition where an active participant wins themselves an opportunity to name and create a flavour that will be available in a Mayo Yoghurt Bar menu.