{"id":1364,"date":"2018-09-24T11:00:48","date_gmt":"2018-09-24T11:00:48","guid":{"rendered":"http:\/\/www.ccomsys.net\/million-dollar-idea\/?p=1364"},"modified":"2022-03-02T13:24:02","modified_gmt":"2022-03-02T13:24:02","slug":"why-kelloggs-spends-70-of-its-marketing-budget-with-youtube","status":"publish","type":"post","link":"https:\/\/www.ccomdigital.in\/blog\/why-kelloggs-spends-70-of-its-marketing-budget-with-youtube\/","title":{"rendered":"Why Kellogg\u2019s Spends 70% of its Marketing Budget With Youtube"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">We wanted to share the story about how Kellogg\u2019s, a 100 year old brand with heritage brands like Corn Flakes<\/span><span style=\"font-weight: 400;\">\u00ae, used their digital first thinking to turn around their <\/span><span style=\"font-weight: 400;\">Rice Krispies Treat<\/span><span style=\"font-weight: 400;\">\u00ae brand.<\/span><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">Rice Krispies is one of those treats which both kids and adults just can\u2019t get enough. Working on the campaign theme of \u2018So much to love\u2019, Kellogg\u2019s wanted to capitalise on the correlation between school snacks and the concept of parents leaving lunchbox notes for their kids. So here\u2019s what Kellogg\u2019s did: <\/span><\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<p><b>#1 &#8211; Personalised their packaging<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Kellogg\u2019s changed their packaging of Rice Krispies Treat<\/span><span style=\"font-weight: 400;\">\u00ae<\/span><span style=\"font-weight: 400;\"> 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.<\/span><\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<p><b>#2 &#8211; Contextualised Youtube videos<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Next, to personalise the digital experience, Kellogg\u2019s created more than 250 personalised message videos that were delivered to consumers in different contexts on Youtube. For example, if somebody was <\/span><b>engaging in a video about cooking<\/b><span style=\"font-weight: 400;\">, they saw an ad featuring the new Rice Krispies Treat<\/span><span style=\"font-weight: 400;\">\u00ae<\/span><span style=\"font-weight: 400;\"> wrapper that said: <\/span><b>\u201cFood Equals Love\u201d.<\/b><\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s not surprising, the campaign was a great hit. Not only did these ads perform <\/span><b>2x better than the banner ads<\/b><span style=\"font-weight: 400;\">, they also generated <\/span><b>29% lift in ad recall<\/b><span style=\"font-weight: 400;\">, <\/span><b>15% lift in brand consideration<\/b><span style=\"font-weight: 400;\"> and <\/span><b>4% lift in market share<\/b><span style=\"font-weight: 400;\">. Rice Krispies Treat<\/span><span style=\"font-weight: 400;\">\u00ae<\/span><span style=\"font-weight: 400;\"> 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, <\/span><b>Kellogg\u2019s now spends 70% of its marketing budget with Youtube.<\/b><\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<p><b>For your brand<\/b><span style=\"font-weight: 400;\">, we would be happy to create <\/span><b>personalised Youtube ads<\/b><span style=\"font-weight: 400;\"> that can be contextualised to different segments of your target audience on Youtube. Please reply to this email with the date &amp; time convenient to you and we will be happy to meet you.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>ghtg<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147],"tags":[],"class_list":{"0":"post-1364","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-video-first"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Kellogg\u2019s Spends 70% of its Marketing Budget With Youtube - C Com Digital - Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ccomdigital.in\/blog\/why-kelloggs-spends-70-of-its-marketing-budget-with-youtube\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Kellogg\u2019s Spends 70% of its Marketing Budget With Youtube - 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