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Choc Exchange
In January 2010 Kellogg’s had yet to venture into the social space however when launching their new product, Krave, aimed exclusively at a youth audience they knew that they had to be brave and take the plunge.
They appointed CMW and the rest, as they say, is history.
The hub of the campaign was the creation of the Choc Exchange – think ebay where people have to take part in social tasks (photo tagging, status updates, content creation, inviting their mates to join in) to amass a virtual currency that they can bid with for prizes, ranging from gig tickets and ipads to branded merchandise and giant boxes of Krave.
This wasn’t just a toe in the social water though. Kellogg’s embraced all that is good in social. Within six months they had, not only amassed more than 80k very engaged fans, they were listening to the dialogue taking place and reacting to it:
• Giving people the branded merchandise they wanted, allowing them to vote which design would be produced and given away as limited edition prizes
• Commissioning special giant boxes when there was a groundswell of people demanding them
• Creating secret codes in-pack allowing people the chance to win more prizes via the Facebook Choc Exchange promotion
• Launching a new product variant exclusively through social channels
The sales team even use comments posted on Facebook about how hard it was to find the product in one supermarket to successfully petition the retailer to improve it’s listing of the product.
Finally, and most impressively for a company so new to social, Kellogg’s let the conversation run free. On the day of the launch of the Facebook page there was a danger of it being hijacked by a mum with an axe to grind claiming Krave can lead to ADHD – rather than pull down the post and censor we let the debate play out with fans rallying behind the brand leading the critic to back down from her claims and go some way to admitting that they were unfounded.
Campaign Performance
Facebook recognized Krave as being in the top 10 of all FMCG pages in terms of natural growth and top 25% of all launches.
Cross media and brand tracking showed the campaign exceeded all expectations in terms of ROI, awareness, engagement and preference however the detail of these metrics remain confidential.
The success of the campaign has led to a fundamental change in Kellogg’s approach to digital not just in the UK but also on a global basis.
Campaign Info
* Client: Kellogg's
* Brand: Krave
* Agency: CMW, London
* Target: UK · Europe, Middle East & Africa
* Language: English (UK)
* Category: Consumer Packaged Goods (CPG)
* Objectives: Awareness, Preference, Intent, Online Traffic, Recommendation, Product Launch
* Media: Tv, Online, OOH
Creative and description provided by contributing agency or brand.
Credits
Creative Director: Iain Hunter, CMW
Art Director: Dan Plotkin, CMW
Copywriter: George Leaney, CMW
Senior Account Director: Matt Smith, CMW
Senior Account Manager: Anna Pinckernelle, CMW
Technical Director: Matt Klippel, CMW
Designer: Daniel Diggle, CMW
Head of Digital Planning: Steve Taylor, CMW
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