When Kellogg’s (@KelloggsUKI) wanted to relaunch its W.K. Kellogg’s brand under new creative direction, it turned to Twitter to connect with its target audience, a segment it refers to as ‘Naturally Nourishing’ consumers.
Its research found this segment is particularly likely to use Twitter to consume and to create content, so the company saw it as the ideal platform to reach these users and remind them of the brand.
With its campaign, @KelloggsUKI was keen to position W.K. Kellogg’s as a ‘Good All Round’ product with no added sugar. To achieve this, it wanted to align its visually appealing creative content with relevant recipe content.
To reach an audience likely to be moved by messaging around healthy eating and convenience, @KelloggsUKI opted to partner with BuzzFeed (@BuzzFeedUK), specifically to sponsor Tweets showcasing material from @BuzzFeedUK’s Proper Tasty channel (@Proper_Tasty).
Placing its short video content as pre-roll before Proper Tasty recipe content on Twitter, it could ensure it reached an interested audience and achieved the effective alignment of content and campaign messaging it wanted.
This campaign strategy also enabled it to test whether contextually relevant media buys performed better for its brand on Twitter than broader platform buys.
To optimise its approach, @KelloggsUKI also used Twitter targeting tools as another way of ensuring a relevant audience saw its sparky creative.
According to Grace Lombard, European Media Specialist, Kellogg’s: "Achieving that balancing act of serving relevant creative and reaching an engaged target audience was key for this campaign. The partnership ensured we balanced both KPIs and successfully exceeded benchmarks."