The Business Challenge

Danone runs its influencer marketing program across 18 markets in EMEA, LATAM, and APAC, with hundreds of local brands and thousands of marketers who each touch creator content in some way. Before Traackr, that scale came with no common way to measure it. Every market tracked performance differently, worked with different agencies, and used different definitions of success.

Danone wasn't short on influencer activity. It was short on a common way to understand it.

"We weren't lacking data. We were lacking clarity. It was so many different ways to work on influence, to track influencer performance and content performance. We got data from everywhere, but with no possibility to have consistency." — Rosalie Prévot, Culture, PR & Influence Manager, Danone

That fragmentation carried real risk. Without a shared framework, influencer marketing at Danone stayed tactical as a one-off campaign lever, not a strategic one. 

"If we hadn’t operationalized influencer marketing with Traackr, we would have fallen behind the competition." — Christophe Mazel, Global Head of Culture, PR & Influence, Danone

The Solution

What made the partnership work wasn’t a new tool. It was a new layer of consistency across the business.

Three things did the heavy lifting:

• A common language. A shared glossary and framework replaced 18 markets' worth of different KPIs, platforms, and definitions of success.
• One coherent score. A single score capturing visibility, impact, and trust together, instead of treating reach as the only metric that matters.
• A true partner, not a vendor. Traackr’s team continually asks about Danone’s strategy, and adjusts its own recommendations in response, rather than handing over a login and stepping back. 

"I’ve worked with different tools before, and it typically goes that you pay for the contracts, you get your access, and that’s it. With Traackr, I was surprised to see that they’re as engaged as we are, always asking us to understand our strategy, always adjusting their recommendations to our needs. It’s a co-construction, not a supplier relationship." — Christophe Mazel, Global Head of Culture, PR & Influence, Danone

How It Was Done

Rolling out Together: How Traackr became a true partner

Bringing 18 markets on to one platform in a short window only worked because Traackr showed up as a partner.

• Aligning globally before rolling out locally. Rather than introducing Traackr market by market as “a new tool,” Danone first shared its influence strategy and vision globally, in a joint webinar with the Traackr team. The goal was to frame influence as a brand growth driver from day one, not a reporting dashboard bolted onto existing campaigns.
• Piloting with core teams, then scaling in waves. Danone selected one core team per market to test the platform first, gather feedback, and build early momentum before wider rollout. Local agencies were brought in early too, to keep execution consistent as more teams came online.
• Building the Danone Traackr Academy. The two teams built a joint training program combining Traackr’s platform training with Danone’s internal guidelines and frameworks, tying day-to-day platform use back to the bigger vision of influence as a growth lever. 

Establishing One Shared Source of Truth

With onboarding underway, the other half of the transformation was giving every market the same measuring stick. Traackr’s VIT score (Brand Vitality Score) replaced a patchwork of market-specific KPIs with one measure every team could report against, compare across markets and brands, and benchmark against competitors. 

And that scorecard doesn’t stay inside the marketing team. Mazel looks forward to sharing the Traackr dashboard ahead of every executive committee meeting to connect influencer performance to business results. 

"We treasure what we measure, and now we have the tool to do it properly. The PR & influencer function has been considered ‘nice to have’ for too long. Now we bring concrete facts to the table." — Christophe Mazel, Global Head of Culture, PR & Influence, Danone

The Results

Early adoption shows what happens when 18 markets start speaking the same language:

• 76% of onboarded users attended live onboarding sessions.
• 200 → 700+  monthly platform sessions between February and April, up from an initial base of 50 users.
• 18 markets moved onto one shared measurement system, replacing fragmented, market-specific reporting.

Now the team is heading into what’s next with bigger ambitions. Three shifts that the team has already identified include: 

• A consistent way to measure ROI across every market.
• Long-term creator relationships in place of one-off activations.
• The ability to take what works in one market and adapt it for others.

"Before Traackr, we were activating. Now we're structuring and scaling." — Rosalie Prévot, Culture, PR & Influence Manager, Danone