Waze helps over 12 million people in France get where they need to go. That’s why Paris-based food brand Danone wanted to leverage Waze's extensive French audience to promote its new Light & Free yogurt brand. Danone used a combination of Pin, Search, and Takeover ads on the Waze map to generate local awareness and increase offline sales by targeting on-the-go grocery shoppers.
A familiar brand with an all-new product
Danone, one of the world’s leading food and beverage companies, was looking to launch its Light & Free yogurt brand in its native country of France. The brand’s newest campaign aimed to increase awareness in order to drive offline sales.
Turning to Waze for help
Danone looked to Waze for help. Using Pins, Takeovers, and Search, Danoe implemented a campaign on the Waze map aimed at reaching Waze’s 12 million French users. The campaign leveraged strategic insights to target grocery shoppers and generate local awareness and sales.
We have always looked to influence customers as close to the moment of shopping as possible. Digital media has always been critical in reaching customers at this point. After a successful first test with Waze ads in 2016, we believed Waze would be the best partner to lean on to effectively reach our shopper audience for the launch of Danone Light & Free. The very positive impact this campaign had on in-store sales demonstrated once again the unique ability of the platform in synchronization with the other media we activated for this launch.
Mathieu Lacombe, Head of Digital & Media, Danone
The message resonates
By using a combination of Pins, Takeovers, and Search, Danone experienced a 6% sales lift in volume (verified by MarketingScan) advertising on Waze. The campaign also generated a 220% increase in recall over other Danone ads, and drove a 10% increase in navigations to points of sale where Light & Free yogurt could be purchased. Thanks to data-driven marketing, Danone was successful in spreading the word about the brand’s tasty new product.
