We wanted to share the story about how Kellogg’s, a 100 year old brand with heritage brands like Corn Flakes®, used their digital first thinking to turn around their Rice Krispies Treat® brand.
Rice Krispies is one of those treats which both kids and adults just can’t get enough. Working on the campaign theme of ‘So much to love’, Kellogg’s wanted to capitalise on the correlation between school snacks and the concept of parents leaving lunchbox notes for their kids. So here’s what Kellogg’s did:
#1 – Personalised their packaging
Kellogg’s changed their packaging of Rice Krispies Treat® so that consumers could write personalised messages directly on the wrapper. This idea worked just like the lunchbox notes which parents wrote for their kids, and made consumers build a personalised connection with the brand.
#2 – Contextualised Youtube videos
Next, to personalise the digital experience, Kellogg’s created more than 250 personalised message videos that were delivered to consumers in different contexts on Youtube. For example, if somebody was engaging in a video about cooking, they saw an ad featuring the new Rice Krispies Treat® wrapper that said: “Food Equals Love”.
It’s not surprising, the campaign was a great hit. Not only did these ads perform 2x better than the banner ads, they also generated 29% lift in ad recall, 15% lift in brand consideration and 4% lift in market share. Rice Krispies Treat® went from a brand that had never advertised before on Youtube, to a brand with an ROI that exceeded benchmarks. As a result of this campaign, Kellogg’s now spends 70% of its marketing budget with Youtube.
For your brand, we would be happy to create personalised Youtube ads that can be contextualised to different segments of your target audience on Youtube. Please reply to this email with the date & time convenient to you and we will be happy to meet you.