Danone Silk: Buzzing Sales with Real Sustainability

The global bee population is in decline, a critical issue for the ecosystem and especially relevant for plant-based brands like Danone's Silk, which relies on pollination. While Silk has a history of sustainable practices, the market is saturated with new brands making superficial environmental claims. 

Our challenge was to cut through this noise and authentically demonstrate Silk's commitment to the environment, showing consumers that the brand truly "puts its money where its mouth is." We needed a distinctive way to support biodiversity while also strengthening Silk's market position and connecting with environmentally conscious consumers. 

Recognizing the critical role bees play and their need for safe breeding spaces, Silk identified an underutilized physical space: the support poles of urban OOH billboards. We transformed these advertising structures into "Bee Hotels" — a first-of-its-kind initiative designed to provide crucial habitats for bees in urban environments. 

To ensure scientific credibility and genuine impact, we partnered with entomology professors from the Université de Montréal. They guided the design and production of the Bee Hotels, ensuring adherence to best scientific protocols, and selected billboard locations with optimal accessibility for their research team. This allowed them to study and document the program's impact on bee biodiversity. 

Instead of traditional advertising metrics, the professors' criteria for location selection prioritized scientific study. Native flowers, specifically chosen to attract bees, were planted at the base of the billboard columns. Once installed, the OOH messaging subtly highlighted Silk's products alongside a nod to the bee-friendly initiative. The campaign was further amplified through social media and PR efforts to spread awareness of Silk’s commitment to bee biodiversity. 

The "Bee Hotel" initiative delivered significant environmental impact and strong business results for Danone Silk: 

• Environmental Impact: The primary Key Bee Indicator (KBI) — usage of the hotels — was successfully met, with bees flocking to the hotels, demonstrating tangible support for biodiversity through action. 

• Media Impressions: 

• The billboards generated 25 million impressions. 

• The campaign created significant buzz, garnering 19 million earned media impressions as national news outlets shared the story. 

• Social Engagement: The social campaign received a "sting of love and honey" from Quebecers, indicating strong positive sentiment and engagement. 

• Sales Growth: The campaign drove robust business results during the campaign period: 

• Silk’s refrigerated beverage sales grew +20%. 

• Silk’s plant-based yoghurt sales grew +37%. 

The "Bee Hotel" campaign successfully demonstrated Silk's genuine commitment to sustainability, resonating with consumers and translating into significant brand and sales growth.

Video https://www.youtube.com/watch?v=gxaOjgmD1K0&t=34s