Kelloggs Shape Up Case Study

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• Kelloggs Shape Up - Case Study
• Gareth Lambe
• Pigsback.com

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Todays Presentation

• Kelloggs Approach to Online
• The Kelloggs Shape Up Challenge on Pigsback.com
• - cultivating a Special K Community online
• 3. Integrating the Campaign in to the Marketing
  Mix
• 4. Q A

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1. Corporate Responsibility Government,
Investors, Employees, Students, etc.
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2. Additional Info for Consumers about our
products or promotions, that cant be conveyed
through other media e.g, more detailed
nutritional information
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3. Supporting tactical campaignsShort term
campaigns that link to on-pack promotions. All on
pack promotions now have an online option for
redemptions
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4. Building relationships with 3rd Parties
allows Kelloggs to delve deeper and encourage
consumers to engage and interact on another level
(through polls, competitions, surveys,
participating in challenges online, etc.
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Kelloggs Campaigns Online

• Brand Site
• Kelloggs.ie

Tactical micro sites
Pigsback.com
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Cultivating a community for an FMCG brand
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• .

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Special K Shape Up TV Ad
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Shape Up Challenge Objectives

• To support off-line communication of the Shape
  Up Challenge
• To promote awareness of the challenge and its
  elements
• Identify women with a BMI of 25 (approx 50 of
  pop)
• To encourage interest and participation in the
  Challenge

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• The Brand Feature

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The finalists!
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The Winnerby 2,181 votes!
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The Wellbeing Newsletter

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Coupon Follow-up Survey- over 7,000 prints
(25 redemption)
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Shape Up Challenge Learnings

• Allowing the 4 finalists to tell their story in
  their own words made the challenge more appealing
  and accessible to other members, it gave a we
  are all in this together message
• Opening up a discussion board, allowed members to
  converse and encourage one another indirectly, in
  a safe environment
• The PR coverage was a good way to tie in
  competition prize sponsorship, and extend the
  duration of this campaign
• Brand Insights from member content

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Internet As The Interactive HubOf Integrated
Marketing
Radio
TV
Internet
On-Pack
Outdoor
Press
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Deliveries of Online Campaign
8. Follow-up Research (e.g. coupon surveys)
7. Measurability
1. Mass Market Media 55k visits
6. Outputs Used (radio, PR, Press etc.)
Special K Online Brand Feature
2. Integrated with other parts of marketing
mix
5. Learnings and creative fodder
3. Highly Targeted (Adult Females)
4. DEPTH of interaction
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• Celebrity Gossip
• Horoscopes
• Quizzes
• Whats On
• Competitions
• Daily Dilbert

(Insert Brand Feature Graphic)
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• My colleague David drives from Oranmore to Ennis
  every
• day to work. His typical morning trip involves
  tractors, cows,
• floods and the like, but he is rarely, if ever,
  late. His job also
• entails travelling back and forth to the UK an
  average of 3
• days a fortnight, so on these days he is up about
  4am and
• not home until close to midnight, yet he is up
  again at the
• crack of dawn the next day to bounce around the
  office in
• Ennis, keeping the troops perky. Think about the
• motivational tactics he could employ if he had
  Cereal Pots to
• tempt the less perky of us with...

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• As a new mother in full time work, Elise leaves
  Meath every
• morning around 6am to travel to Dublin. Due to
  work
• commitments and the long commute by the time she
  arrives
• home she's just ready for her bed, but that's
  when her real
• work starts with two wonderful boys to see to
  when she gets
• home. Elise deserves this award more than anyone
  I know
• because she IS a morning person and is one of
  those few
• ladies who smile every morning no matter what

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Deepening our insight into our consumers

• Online is shaping the future
• marketing strategy for our female
• Brands

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Creating a sense of community through
communications

• Learning from online activity on Pigsback.com
  revealed opportunities for establishing better
  dialogue and creating a sense of community around
  the brand
• We will explore online communications styles and
  themes which are particularly important to women
  and foster connections between women, including
• - Word-of-mouth communications
• - Cause-related marketing (e.g. Breast
  cancer-related charities)
• - Online communities
• Sign Up to website communication helping them
  with challenge

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Deliveries of Online Campaign
8. Follow-up Research (e.g. coupon surveys)
7. Measurability
1. Mass Market Media 55k visits
6. Outputs Used (radio, PR, Press etc.)
Special K Online Brand Feature
2. Integrated with other parts of marketing
mix
5. Learnings and creative fodder
3. Highly Targeted (Adult Females)
4. DEPTH of interaction
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Thank you