Yoplait has raised over $22 million for breast cancer over a period of 10+ years. This year the dairy producer created the "Yoplait Pledge", bringing an element of the social media into their campaign.
The question they asked themselves, "How do you target a campaign to one million 22-year-old girls about breast cancer? More importantly, how do you get them to listen"? They hired Publicis Modem, New York to craft a bold, digital educational campaign to educate the Gen Y demographic, and went to the streets of Facebook with anything but a marketing campaign. Not only was the campaigns use of a quiz on Facebook bold, but some of the applications went beyond Facebooks current functionality they even locked out boys.
Client: General Mills
Brand: Yoplait
Agency: Publicis Modem New York
Executive Creative Director: Patrick Clarke
Creative Director: Roald Van Wyk
Art Director: Katherine Kuni
Copywriter: Kate Lummus
Agency Producer: Megan Kelly
Project Manager: Erick Machado
Technical Lead: Drew Ziegler
Production Company: Blacklist
Executive Producer: Adina Sales
Producer: Karen Lawler
Director: Pistachios
DOP: Måns Swanberg
Editor: Måns Swanberg
Colorist: Måns Swanberg
Music and Sound Design: Antfood
Facebook Developer: Vitrue
The question they asked themselves, "How do you target a campaign to one million 22-year-old girls about breast cancer? More importantly, how do you get them to listen"? They hired Publicis Modem, New York to craft a bold, digital educational campaign to educate the Gen Y demographic, and went to the streets of Facebook with anything but a marketing campaign. Not only was the campaigns use of a quiz on Facebook bold, but some of the applications went beyond Facebooks current functionality they even locked out boys.
Client: General Mills
Brand: Yoplait
Agency: Publicis Modem New York
Executive Creative Director: Patrick Clarke
Creative Director: Roald Van Wyk
Art Director: Katherine Kuni
Copywriter: Kate Lummus
Agency Producer: Megan Kelly
Project Manager: Erick Machado
Technical Lead: Drew Ziegler
Production Company: Blacklist
Executive Producer: Adina Sales
Producer: Karen Lawler
Director: Pistachios
DOP: Måns Swanberg
Editor: Måns Swanberg
Colorist: Måns Swanberg
Music and Sound Design: Antfood
Facebook Developer: Vitrue