Categories Name : Channel/Media Strategy

Sub-Category : Best Multi Mobile Channel Campaign

Entry Name (Campaign) : "Bachhon ka solid dost : Kellogg's Chocos aur Mobile Phone"

Results

(a) Context Even though Kellogg’s was the market leader in ready-to-eat cereals in India, with a whopping 40%, they were still hungry to expand and exert their dominance. Kellogg’s Chocos continues to innovate and promote its strongly proven USP of “Doodh Ka Solid Dost” (Milk’s Best Friend) to its target consumers. Encouraged by a previous successful mobile gaming campaign, wherein it deployed a mobile ad on rewarded inventory, Kellogg’s Chocos decided to take things up a notch: create a playable ad that would drive massive engagement and bring heaps of fun to its target audience. (b) Evaluation Through the novel mobile campaign, Kellogg’s Chocos once again proved to be the partner-in-crime for kids by creating “micro-moments of fun!” and convinced mom that Chocos was indeed a healthy and tasty option for their kids The mobile campaign totally surged past industry benchmarks! The mobile gaming video completion rate was a whopping 68.4% against the industry benchmark of 60%, with a high viewability rate of 95.52% validated by MOAT. The campaign reached over 3 million unique users, who engaged with the game almost 3 times during the campaign period. The highly engaging game got audiences to spend almost 2X the average time spent on the games - 12.29 secs compared to benchmark average of 5s-8 secs. The gamification route surely paid dividend with and engagement rate of 30% — miles above from the 3-5% industry benchmark The kids influencers videos received and avg. VTR of 35% which was exceptionally above the avg. 5% to 10%. The videos garnered close to 12MN organic views. The organic posts by celebrity and mom influencers helped us reach 15 MN young moms without paying a single rupee Participating in mom conversations of 88 groups delivered 10K+ conversations around Chocos with 15K+ reactions and comments. This was topped up with 4K UGC pieces The Ranveer Brar video content 1.2 lakh views with 5K engagements (c) Market Impact The campaign delivered both the objectives of driving brand awareness and consideration. The campaign had a strong impact on prompted awareness for Kellogg’s Chocos, with the brand seeing the highest uplift (+10%) versus its top 5 competitors. Digital ad recall levels exceeded benchmarks, with the campaign cutting through significantly among moms with kids aged 6-8 years old (+10% versus the +6.6% benchmark uplift). The campaign also had a strong impact on brand memory, including “adds magic to milk” (+5%) and “makes milk fun and tasty” (+4%) — meaning, the campaign succeeded in further strengthening communication around Kellogg’s Chocos being Milk’s Best Friend.