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Introduction
- Kellogg's wanted to create buzz and drive organic chatter for the original chocos and its other variants. They wanted to drive consideration and influence more trials for the product.
- They used an insight-based Community Marketing approach to present Kellogg’s chocos as a solution for kids who are fussy eaters. The brand achieved this by meaningfully engaging with 47 Parenting and Women communities with over 1.2M members.
- The brand achieved 7.1K + brand mentions, 6.3K + UGCs and 19.8K + total engagement along with 87% intent-based conversations.
About Kellogg's
Kellogg's is a renowned American food company specializing in manufacturing and marketing a wide range of breakfast cereals, snacks, and convenience foods. With its iconic brands like Corn Flakes, Rice Krispies, and Special K, Kellogg's has become a household name worldwide. The company's commitment to innovation and nutrition has allowed it to expand its product offerings to cater to diverse consumer preferences. Kellogg's remains a prominent player in the global food industry, providing convenient and nutritious options for people of all ages.
Kellogg's Objectives
Kellogg's wanted to create awareness and increase its share of voice in online communities on Facebook. They wanted to drive organic chatter at scale, establishing chocos as the tastiest and the best solution for kids who hate milk and are fussy eaters.
"Kellogg's wanted to drive consideration for Chocos and influence trials for the different product variants that are available."
Community Marketing Strategy
1. Identifying the best communities for Community Marketing
To help the brand achieve its objectives, we identified communities where conversations around fussy eating, picky eaters, milk haters, and kids aged 6-13 were happening. We selected the most relevant 47 women and parenting communities from these communities with 1.2M+ moms.
Campaign Structure
2. Analysing consumer insights from real conversations
To drive the campaign, we analyzed existing conversations in the select communities to understand consumers' choices, their thoughts on Kellogg's chocos, and their pain points like tackling fussy eating habits in kids. We found that:
- A majority of moms think Kellogg's are loaded with artificial sugars and are a leading cause of tooth decay in kids.
- Moms think that chocos are not good for kids as they're not nutritious.
- There were no mentions of Kellogg's chocos anywhere in digital communities. However, people were talking about its competitors.
Coming across these insights, Kellogg's wanted to remove the mental barrier for moms by driving its brand RTBs. Hence, we focused on creating organic conversations for Kellogg's chocos, thereby increasing its SOV and influencing trials amongst the TG.
3. Community Marketing campaign idea
Aligning the brand objective and consumer insights, we planned a two-phase marketing campaign to create organic chatter around Kellogg's chocos. Each of the phases of this share-of-voice program was led by brand evangelists.
In the first phase, we focused on highlighting the pain points of moms and sharing Kellogg's chocos as a solution by highlighting its RTBs, and encouraging other moms in the community to try it. We shared personal stories of how moms were worried about their kids’ nutrition because they didn’t drink milk, telling how Kellogg's chocos was a game-changer.
Brand evangelists led these conversations and members actively started commenting on them with their thoughts, questions, and experiences. The brand evangelists ensured to close the conversation loop by sharing their positive personal experiences and encouraging members to try the product and share their experiences.
In the second phase, we focused on creating awareness about the different product variants (themed on cartoon characters) of Kellogg's chocos while driving consideration and encouraging trials for it. For the same, community admins hosted a fun contest in their respective communities. They asked moms to share a picture of their kids posing as their favourite superhero character coming in the new chocos pack. The admins tagged members and encouraged them to share their kids' photos creating further excitement and participation. One lucky entry was given an Amazon gift card worth INR 1000.
As moms, aka community members, shared their personal stories of Kellogg's chocos and participated in the contest, it led to an influx of conversations around the brand and a high share of voice.
Solution types
Static Posts
SoV Program
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Contest
The Big Beautiful Highlights
- The campaign proved to be a success for the brand overachieving all the targets.
- The brand achieved 6.3K + UGCs, a 58% increase from the target set of 3.9K before the campaign.
- Out of the 12K + conversations received for Kellogg's, 10.2K + were of chocos.
- Of the 4.9K + brand mentions received, 94.6% were intent-based, and 93.6% had brand-driven associations.
- The brand found a strong association with words like yummy, chocos, breakfast, tasty and favourite.
Top Performing Communities 🥇
Real People Real Conversations 💬
Community members actively engaged in conversations participated in the campaign, and shared their usage experiences, leading to a huge number of brand mentions and UGCs.
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100,000+
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700M+
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75
Countries
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