The Challenge

Yazoo wanted to shake up their media presence to help drive further penetration within its target demographic - consumers aged 16-35 (in England, Scotland and Wales). The popular milk drinks brand selected Digital Natives to devise and execute an integrated digital campaign for the UK market, promoting its partnership with Alton Towers and Thorpe Park.

The Strategy

Consumption Moments

From our creative research into customer consumption, we identified two key moments where we wanted to place Yazoo; relaxing at home (gaming) and on- the- go. These moments drive relatability amongst our target audience and would enable us to build mental availability with 16-35 year olds, ensuring that YAZOO is front of mind when they are in a buying situation.

Media

Knowing our audience of 16-35 year olds over-index on mobile media consumption, our campaign focus was on delivery across digital channelsVOD, and paid social, including TikTok.This was also supported with a physical on-pack promotion for 2-for-1 entry to either Alton Towers and Thorpe Park with a purchase of YAZOO.

The Creative

Looking at our target audience, we identified a large crossover in brand appeal between theme parks Alton Towers and Thorpe Park with YAZOO. Both brands focus on escapism and adding a sprinkling of magic on the mundane. With energetic music and dynamic visuals, the campaign content tapped into the thrill and adventure of YAZOO’s latest partnership and amplified the brand’s fun-focused take on milk drinks.

Digital Natives used its cross-channel expertise to drive brand awareness for YAZOO across the UK and strengthen engagement with its brand community.

The creative idea behind the campaign builds on the agency’s previous work for YAZOO: a series of Big Bang Theory and Young Sheldon sponsorship idents on Channel 4, which featured two friends in different consumption moments - and a healthy dose of science-themed Dad jokes.

The Results

The creative helped over deliver on the media plan, reaching nearly 10 million consumers

Despite being in a category which has experienced a slight recent decline, YAZOO continues to enjoy growth. This campaign alone has received over 18M impressions so far, with additional results expected as the campaign is still running.