Activia Gut Health Challenge

Objective Launching on the 1st of January 2026, the Activia 2 week gut health challenge is a year long, multi channel campaign designed to drive first time trials and build long term consumer habits. The primary goal is to incentivise shoppers to purchase from the Activia range through high value prizes. Beyond the initial sale, the campaign encourages users to track their 14 day journey, giving the brand direct feedback to validate the effectiveness of the challenge. Holograph's Role Designing the digital entry flow Developing the interactive "swipe to reveal" Configuring the prize mechanic Managing automated CRM email journeys Live reporting dashboard with KPI's

Partner's Involved Holograph: The end to end technical build, user interface development and implementation and the reporting dashboard. We also manage the prize distribution logic and the automated series of emails Activia (Danone): Defining the campaign strategy, the visual base design and providing the prizes for us to manage (from Secret Escapes and Virgin Experience vouchers to coupons) Key Metrics 52k+ QR code scans 54k+ Unique visits 30k+ Entries 2.5k Average daily visits Learnings High Value Incentives: Requiring users to specify their retailer and residency before entering didn't hinder participation at all. We learned that when the prize is significant (like a £5k Secret Escapes voucher), users are happy to provide more detail upfront, giving the brand a more clear view of which retailers are actually driving the most engagement. The Insight: Don't be afraid of a "higher" barrier to entry if the incentive is right. It's an effective way to filter for quality engagement and gather better retail insights from day one. Gamifying the Reveal: Replacing a standard win/lose screen with the "lid swipe" mechanic turned a functional step into a brief brand interaction. This simple feature helped keep users engaged between the initial pack scan and the final registration. The Insight: Simple digital interactions that mirror the physical product help maintain user interest through the technical steps of the campaign. Beyond the Prize: The instant win prizes provide an immediate result, but the automated 14 day "Gut Health" series is what sustains the engagement. This approach turns a 30 second digital entry into a 2 week educational journey, leading up to a separate £100 voucher prize draw at the end of each month. The Insight: Combining high impact instant wins with automated follow up content allows a brand to provide value long after the initial entry is over.