This article was produced in partnership with Linqia.
This post was drafted using AI and reviewed by an editor.
Danone’s Innovative Playbook for Creator-Driven Brand Growth
In a landscape where authenticity drives consumer engagement, Danone is making bold strides through influencer marketing. During a recent panel at ADWEEK’s Social Media Week, Danone’s CMO Linda Bethea and executive creative director Eric Flinn joined Linqia’s chief strategy officer Keith Bendes to explore a dynamic strategy that merges real-time relevance with creative excellence.
Moving Beyond the Traditional Marketing Funnel
“Influencer marketing is essential to our overall strategy,” stated Bethea. The traditional linear marketing funnel is a thing of the past. Today’s younger consumers engage in a continuous loop of discovery and interaction fueled by the internet, social media, and influential voices. This shift is pivotal, illustrating that influencers are not merely amplifiers; they are key collaborators throughout the entire customer journey—from content creation to cultural engagement.
Showing Up at the Right Parties
Danone’s playbook emphasizes cultural responsiveness, exemplified by a recent social media debate about the age-old question—cereal first or milk first? The company’s Silk brand seized the moment, diving headfirst into the conversation.
Authenticity in Engagement
“It used to be easier on Twitter,” recalled Flinn. “Now, there’s an expectation for visual content, making the process considerably longer. However, when executed correctly, it exudes authenticity.”
“You have to show up to the right party,” Bethea continued. With a portfolio encompassing over 20 brands, understanding each brand’s purpose, positioning, and target audience is critical. This dedication to relevance allows Danone to bring its brands to life authentically.
The collaboration with influencers during the cereal-first debate showcased this strategy beautifully, employing street interviews to engage the audience dynamically. The takeaway? Achieving agility in marketing requires both speed and a structured internal alignment.
Creative Integration: Inside and Out
Danone goes beyond reactive campaigns, seamlessly integrating influencers into its production ecosystem.
Creators as Co-Producers
“Look at MrBeast during NFL games,” noted Flinn. Collaborating with traditional celebrity talent often involves forced engagement on social platforms, whereas influencers are in their element. Danone routinely invites creators to participate not just as talent, but as co-producers during events and shoots.
By flipping the traditional marketing script, Danone also invests in content produced directly within the creators’ environments. Flinn emphasized that this approach feels more genuine and simplifies the logistics involved in producing at scale.
Executive Support and Structural Buy-In
At the heart of rapid execution in a large corporation lies leadership buy-in. "Recognizing an opportunity is easy," said Bendes. "Taking action in a large company is the real challenge.”
Bethea echoed this sentiment, sharing how essential it was to persuade senior leaders about the priority of influencer marketing. The effort paid off: “We built a dedicated social and cultural influencer team under Eric’s guidance,” she added.
Though many brands aspire to mimic Duolingo’s viral success on TikTok, achieving such a feat is often unrealistic. “Duolingo benefits from a 10-person writers room, legal integration, and strong executive support,” Bendes explained.
The Path Forward: Success in Authenticity
Yet, brands can thrive without such extensive frameworks. Danone’s journey illustrates that meaningful influencer marketing isn’t just about chasing fleeting trends. It’s about creating a thoughtful system that transforms cultural moments into lasting brand equity.
In conclusion, Danone’s approach emphasizes the power of authentic collaboration, strategic integration, and a strong company culture to navigate the evolving landscape of influencer marketing. The takeaway? Brands must prioritize genuine relationships and adaptability, ensuring they are not just participants but influential players in the ever-changing marketplace.
