When Oikos Greek Yogurt first came to the market, their digital positioning was focused on a utilitarian approach that wasn’t lining up with their performance-based tagline, Fuel Your Hustle. Seeing this, we decided to approach the brand differently, moving to a storyliving approach that allowed consumers to hero the brand. This resulted in a campaign, called Faces of Hustle, that celebrates hustles fueled by Oikos. To date, this campaign has told 100+ community stories and rejuvenated a stale fan base. It has also become one of the most celebrated social campaigns for Dannon.
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