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Kellogg’s: Digital ROI surpasses TV
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Digital ROI surpasses that of TV, said Kellogg’s once. To be exact, “Kellogg Says ROI on Digital Trounces TV by 'Factor of 2'”, that is what wrote Adage. Somehow we’ve all missed a great case study with sweet rewards. So let’s see how Kellogg’s achieved great online results. Brand: Kellogg’s
Goal: promote Special K low-fat cereal product line.
Solution: www.specialk.com. The site promotes the Special K Challenge. Replace two of your meals with Kellogg’s low-fat products for two weeks and you’ll loose 6 pounds. Or get swim suit ready, as they say.
What’s on the site:
- Your personal diet plan maker. Answer to a few simple questions like “what’s the worst part of a diet” or “what day would you like to start the challenge” and you’ll get your customized nutrition plan.
- Meet your trainer. How to videos of exercising (from yoga to fitness and aerobics) you’ll get daily to your email.
- Yahoo! e-mail group to chat with other Kellogg’s Challenge takers and stay motivated. Here you can read/share tips or use the interactive map to see who is losing weight next door.
Results:
“Kellogg's digital diet may help the marketer keep its marketing budget lean”, writes Advertising Age. The rewards have been sweet. In the past 18 months, Special K's online return on investment has surpassed that of broadcast by a factor of well over two. Sales of Kellogg's Special K ready-to-eat cereal have risen 17.7% year-to-date, as of Oct. 5, to $132.5 million, according to Information Resources Inc.And the company is to slash TV-commercial filming 10% to 20% during this year. What can we learn?
Bring benefit. The US users lost the weight of 2 full sized elephants (or 10,992 pounds) altogether and the UK site gathered almost 50 000 registered users. Women just wanted to look good in their swimming suits. That’s it. We all know the key for losing weight it’s not so difficult (eat less and move more), but all who’ve ever tried to do that are familiar with the lack of motivation and guidance. So Kellogg’s simply provided the solution. Personal nutrition plan and email alert by your trainer come first, and products are integrated in the content. And it doesn’t matter if it’s branded or not, if it solves my problem, eating Kellogg’s cereal is OK. And… choosing from a number of their products seems tastier than drinking apple cider vinegar for 7 days. :)
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