'Kellogg's way of ROI'

Hello readers! What’s up for breakfast? Yes, what a question to ask over a blog. Well, this week’s post has something to do with breakfast. This week, I will be writing on a ROI case example of an American multinational food manufacturing company named ‘Kellogg’s’. This brand doesn’t need an explanation or description, since the brand speaks for itself. Kellogg’s is one among the few food manufacturing companies which invested on social media and achieved success along with popularity. Implementing social networking for business could be tricky with competitors who are well versed with social technology. Kellogg’s had taken up a challenge to market one of its products named ‘Krave’, which is a chocolate cereal. In order to take up this challenge, Kellogg’s implemented the use of 'Brandwatch' platform. 'Brandwatch' is a social media monitoring company, and also known as a social software name that provides companies with information through which they can analyse their social presence with the output data obtained from Brandwatch. 

An overview of implementing Enterprise 2.0 at Kellogg’s

Kellogg’s wanted to campaign for their breakfast cereal named ‘Krave’ in UK, with an intention to achieve three prime goals:

.       To successfully launch social media in an effective manner.
.       Sponsor its social events by proving its social presence.
.       Gather information that would contribute future social media campaigns.

In order to achieve these goals Kellogg’s social team collaborated with Brandwatch team to have this social campaign running and successful. They implemented the use of Brandwatch a social media tool, using which they primarily focused on the social site Twitter. In order to make an impact on Twitter, Kellogg’s introduced daily challenges through its Twitter account. To take up this challenge individuals had to post a picture of Krave cereal box, which in return, resulted in more sales. Brandwatch analytics gathered all the social media related responses and data over a three month period of campaign. The data obtained was utilized to improvise on the social business strategies by Kellogg’s.

Following is a short footage on what exactly was the Kellogg’s Krave challenge:

Further, the tool ‘Brandwatch’ allowed Kellogg’s with the following benefits:

1   .       View top daily Top Tweeters.

2   .       Real world analysis of tweets.

3   .       Access Twitter insights data.

This certainly benefited Kellogg’s with an advantage for their next social media campaign.

ROI for implementing social marketing 

Bob Arnold, the Associate Director of Digital Strategy at Kellogg’s, has utilized digital programmatic media, an element of social media to gain social business and marketing. Bob Arnold said that, with this implementation the ROIs for Kellogg’s have increased as much as 6 times than before (Forbes article). In regard to the Kellogg’s Krave challenge, the outcome was a successful social campaign. Following were the results of the Kellogg’s Krave challenge:

1   1.   54% of the users still engage themselves with the Krave challenge till date. Though   the campaign was held for a couple of months it had a very good impact and response through Twitter.

2   2.   8% of the users have stated that they have Krave cereals on a regular basis. Kellogg’s also campaigned through Facebook for the same cereal i.e. 'Krave' which created a significant awareness among people. Kellogg’s ran 22 homepage ads, which were focused on promoting the Krave brand. The outcome of Facebook campaign was as follows:

1   .       91.8 million impressions for Facebook ads.

2   .       57,142 clicks on ads.

3   .       Gained a fan count of 42,000 members on the Facebook page.

4   .       Current fan count has reached to 80,000 fans.

Following is a bar graph which represents the awareness among the various genders and age groups targeted for the Krave campaign. The blue bar represents the increase in awareness, and the yellow bar represents the previously recorded stat.

Eventually, the Krave campaign proved to be successful with the right implementation of social media, with a total of 76,498 Twitter and Facebook posts.

Strength and Weakness of their approach

·   The strength would be the fact that, the implementation of social media strategy was successful which targeted age groups of wide diversity. Also, there were significant accomplishments towards the branding and awareness criterion, which met the intended campaigning purpose.

·      

    I don’t see much of any weakness or drawbacks with the strategy they had implemented for campaigning through social media. The only age group they failed to reach through social media were the people who aged between 35 to 44 years.

Conclusion

I would conclude my post with an interesting footage on 'socialnomics' (social media + economics). This video gives a clear message as to why organisations require social technology in their business. The video mainly presents various success stats of the companies which have implemented social media in their business. 

References

(Brandon, 2012; Carat, 2011; Case study: Kellogg's Krave "Tweet When U Eat" campaign boosts audience engagement, 2013; Hannah, 2013)

Brandon, G. (2012). Kellogg Proves ROI Of Digital Programmatic Buying. Retrieved from Forbes, http://www.forbes.com/sites/marketshare/2012/11/09/kellogg-proves-roi-of-digital-programmatic-buying/

Carat, U. (2011). Kellogg's Facebook case study. Retrieved from Carat, http://www.slideshare.net/CaratUK/kelloggs-case-study

Case study: Kellogg's Krave "Tweet When U Eat" campaign boosts audience engagement. (2013). Retrieved from Netimperative, http://www.digitalstrategyconsulting.com/netimperative/news/2013/09/case_study_kelloggs_krave_tweet_when_u_eat_campaign_boosts_audience_engagement.php

Hannah, T. (2013). Kellogg’s Boosts Social Media Campaign ROI. Retrieved from Yahoo small business advisor, https://smallbusiness.yahoo.com/advisor/kellogg-boosts-social-media-campaign-roi-case-study-130026384.html