STRONG PLACEMENT AND ATTENTION AT THE SUPER BOWL FOR KELLOGG’S POP-TARTS® – MAKING THE MOST OF CONSUMER OCCASIONS
CAMPAIGN GOALS IN FOCUS
- Attention-grabbing product launch of Pop-Tarts® in selected supermarket branches
- Increase brand awareness in the diversely defined target group aged 18 and over
- Excite potential customers about the snack experience with Pop-Tarts® even before planning their shopping
- Ensure targeted interaction with the brand and increased brand awareness through appealing format choices
IMPLEMENTATION OF THE CAMPAIGN
- Utilizing consumption occasions that contribute to the American brand story of the cult product: selection of a 2-phase campaign concept for maximum impact
Phase 1 – 14 days: Product launch and brand campaign before Christmas
→ Broad penetration of the target group with a focus on awareness
Phase 2 – 3 days: Focus campaign for the Super Bowl
→ Activation of shoppers by focusing on high-click channels, choosing interactive formats, and retargeting - Full-funnel channel synergies: Successful channel mix with a combination of static and video formats in shopping preparation apps, social platforms, and programmatic Drive2Store ads along the customer journey to purchase in local stores
- Using moving image and video formats with wow effect to target young audiences → Meta Feed & Meta Story, TikTok Video, YouTube Video, and Drive2Store power with Programmatic Video & Map and placements in the Offerista Native Network
- Precise targeting taking into account the information and shopping habits of the target group
- Retargeting interested users through push notifications on shoppers’ smartphone screens
- Creation of all advertising materials and videos
- Daily monitoring of campaigns, targeting adjustments, and budget shifts based on the real-time performance of individual channels
RESULTS WHICH SPEAK FOR THEMSELVES
- Efficient delivery in the catchment area of the retail partners’ shops
- Very strong interaction rate with over 8% across all channels (industry benchmark 5-6%)
- Attention guaranteed: 48% of YouTube users watched the videos to 100%
“Thanks to the successful campaign with the Drive-to-Store market leader Offerista, we were able to promote our Pop-Tarts® extremely successfully during Super Bowl time. The targeted activation of our target group and the efficient mix of advertising channels were particularly crucial. This ensured that our Pop-Tarts® were presented in a brand-appropriate, individual manner and at the perfect time according to consumption occasions.”
(Julia Anderson, Brand Activation Manager, Kellogg Deutschland GmbH)