2012 Digital PR Awards: Listening Campaign

Winner – Cone Communications - The "Freedom of Yes!" -  The Launch of Yoplait Lactose Free Yogurt

Yoplait was looking to introduce its new lactose-free yogurt to the Lactose Intolerant (LI) community and knew the Web would be the best place to make this happen. Partnering with Cone Communications, an online community was formed to connect with the LI community.

The “Freedom and Yes” campaign was launched with the hopes of taking the online conversations that were already taking place to the next level and satisfy the wants and needs of those in the lactose intolerant community. Cone closely monitored what people were already discussing online on the subject of LI, who were the major influencers in the field and how many people were in on the conversation.

Armed with that knowledge Cone joined in on the conversation and engaged with key influencers, sharing research and discussing the benefits of Yoplait’s new lactose-free yogurt during National Lactose Intolerance Month. Using the Yoplait twitter handle (@yoplaityogurt), Cone introduced the new product, offering a coupon link for the yogurt.  Cone was able to secure multiple online posts which were featured on Facebook and Twitter. This resulted in nearly 2.5 million impressions. 

Honorable Mentions:

  • Spectrum -  The Science of Listening: Using Strategic Communications to Create an Industry Leader

  • MilkPEP and Weber Shandwick - The Breakfast Project 

    Back to the 2012 Digital PR Awards


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