How Danone in Argentina fought against internet rumors circulating on Actimel

A few months ago began circulating an email that alerted consumers that taking Actimel produced addiction, destroying the intestinal flora and it harmed the health of children. To combat these lies, the multinational decided to dive into the network and create a digital campaign to show how easy it is to create rumors on the Internet.

At first, Danone followed the usual strategy: responding to all sites and bloggers were writing about it. The advertising agency also made a television spot in which a prominent journalist assured to the people that they had to trust Actimel and that was always good to take it.

This past February, the company took a step further and launched an online campaign, which made them obtain great results. From the hand of Sinus agency, they created a site called “Creator of rumors”. They invited Internet users to create their own rumors about themselves and send them to his friends, with pictures included."Do not believe everything you see on the Internet. You see how easy it is to spread a rumor about you," warned the campaign.

Results?
In the first month, more than 40,000 people entered the site and were created and sent more than 100,000 rumors.

Blanca Vidal