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Kellanova had a problem with the Special K of England last year. Serials rich in vitamins and protein have seen a decrease in volume and stagnant market penetration. As premium prices rose, the number of 145% higher indexes compared to other categories has reduced other metrics. Recognition was not a problem for a 70 -year -old brand, but Koryo Rate began to reflect the proportion of personal label brands.
Kellanova – Following the 2023 of Kellogg Company, the group, along with the international cereal brand, is divided into two companies that include snacks including Pringles and Cheese IT. This technology has restored the interest of the industry by creating friction that causes data-anxiety issues because the marketing manager can access and collaborate on various data sets, and that more customer insights are required.
Kellanova’s Global Insights and Intelligence chief Louise Cotterill said, “The clean room that improves targeting is one of the big areas that have been identified by having a measured effect on our work and our relationship with consumers.
The traditional marketing approach of SPECIAL K was a demographic basis and used a set of marketing creative. However, Kella Nova was able to better understand home composition and interest by integrating the mail code level Circana data with the 20 million address records of Experian.
“How do we have a better predictor in how to understand how to buy behavior, historical behavior and competitors (behaviors) beyond demographic statistics, identify (consumers) and how to buy cereals?” Cotterill said.
The modified approach identified two separate groups of special K consumers. Buyers with high loyalty thought they had to buy one more time to grow the brand, and they needed additional push to buy a product at full price. Kellanova has been customized by existing creatives to match these cohorts, creating a powerful call guided message for both groups and placing it on social channels including META and YouTube.
Brand lift and behavior change
Traditionally, the CPG marketing manager relied on reasoning to determine which campaigns led. It is changed when using the data clean room.
Cotterill said, “The clean room allows you to form a partnership with a retailer, and you can see who purchased exactly. So we are confident about this approach. “
Using this tactic, SPECIAL K did not buy a brand last year, but saw a 9%sales lift with a consumer who was sensitive to the price that returned to a higher price. In addition, these consumers tended to buy personal labels, and show that marketing can be reversed not only to price cuts but also to brand. The marketing manager has seen more powerful results for loyalty.
Kellanova also conducted a shock study to see how long the long -term consumer behavior has changed. Population statistics -based targeting did not occur in consideration of a conflict, but the clean room showed a lift three times higher than the industry average. In general, a new approach was needed for about three months.
Cotterill said, “It was a wonderful opportunity to actually apply all works in terms of strategy, advanced analysis, and advanced measurements.” Cotterill said.
Man and more than that
The success of the SPECIAL K campaign shows how Kellanova can improve targeting and induce business results by using the clean room technology of Liveramp. External technology and data partners that depend on the mix of in -house data scientists will help to speed up the campaign process of package food giants. The first project according to this method took several months, and similar initiatives now take 3-4 weeks.
Kellanova relies on an agency partner who knows how to unlock data and apply to decisions for creative and media to get insights to lead the results. In a special K case, the Creative Team had to identify how to change the behavior -induced texts in the existing campaign, and the media team had to change the purchase from a platform suitable for the Tiktok, which is suitable for a clean room data.
“We are working closely with creative and media partners,” Cotterill said. Because you learn much more. The closer you are to the data, the more you can understand how future marketing works. “
Kellanova applies the Clean Room strategy to other brands and other markets in the portfolio. However, this work does not generate a model that suits one size, especially since the world has a variety of data, not to mention the privacy regulations. Paradoxically, the more stricor the data rules, the more tasks are applied elsewhere.
“We will be able to do it in one of the more limited and still very important markets. If so, we know that we can take it to other major markets outside,” we can intentionally choose a more difficult market and expand the scale. “
