TURNED AROUND SALES DECLINE THROUGH
Value we created (the results)
- The first campaign to go live drove significant sales uplift YoY
- Built meaningful campaigns on a wide variety of new platforms to capitalise on existing brand sentiment
- Smashed benchmark engagement rates
- Improved Kellogg's ability to deliver always-on, reactive campaign work that is data-driven
The business problem we solved
Digitas was awarded Kellogg’s digital business with the challenge to help the brand engage with diverse audiences who increasingly find their home on a wide range of digital platforms. Kellogg’s has a broad selection of much loved brands with very strong legacies. Our role was to create meaningful digital manifestations of these brands across a range of new platforms that would help Kellogg’s find new audiences as well as reaching existing fans relevantly in the places we know they are, giving them new ways of engaging. Our work has so far been focused on core cereal brands Corn Flakes, Crunchy Nut, Rice Krispies Squares, Krave, as well as the Pringles crisp brand.
What we did
Across each brand we sought to tap into existing positive brand sentiment and values to encourage fans to engage with them in new ways. A willingness to embrace a range of social media platforms and to talk to consumers in their own environments was core to the success of each campaign. Platforms were carefully selected to suit both the brand values and the core audience for each brand. The campaigns helped Kellogg’s reach new fans and find new ways to encourage fans to engage with the brands on a deeper level.
“Kellogg's awarded our digital business to Digitas not only because of their strong creative capabilities, but also their ability to demonstrate that good digital work goes far beyond making nice looking content and has to understand and utilise the tech, platforms, and channels themselves. Across the past year they have proved themselves more than capable of delivering this and we look forward to working with them long into the future.”
Christopher Nolan, EMEA Head of Media and Digital, Kellogg's
How we did it