Yoplait Skyr — Social Media Launch & Brand Positioning

I supported the UK launch of Yoplait Skyr, a new yoghurt brand from the Yoplait portfolio targeting the millennial, career-driven, and health-conscious consumer. The objective was to establish a distinct brand identity within a competitive category and drive awareness through culturally relevant social and experiential activity.
My role involved shaping the social media strategy from the ground up — defining content pillars, setting posting cadence, and leading engagement tactics to build early community momentum. I also managed influencer collaborations, developed content in line with the brand’s aspirational tone, and reported on performance to inform ongoing optimisation.

In addition to social execution, I supported the delivery of out-of-home activations across London, including large-scale sampling and an innovative viral stunt that generated significant earned media value and organic buzz online.

Key Contributions:
Developed the brand’s initial social media strategy, content pillars, and posting framework.
Managed influencer outreach, content creation, and community engagement to build brand credibility.
Produced performance reporting and audience analysis to guide content evolution.
Supported out-of-home activations and sampling campaigns, contributing to strong media traction.
Helped position Yoplait Skyr as a relevant, premium choice within the competitive yoghurt market.