Special K
Special K
THE TASK
The brand has long been a part of weight loss plans. For years, the brand has invested millions in the Special K Challenge, also known as the "2-week Challenge". This drives a significant sales spike. However, the results in an end date with consumer engagement drops. Kellogg's wanted to build a 24/7/365 relationship between the brand and its consumers, but wondered how to accomplish this without abandoning the equity they had in their "Challenge" position.
THE SOLUTION
A PERSONILIZE PROGRAM WITH SUPPORT FROM THE COMMUNITY
RAZORFISH CHICAGO
ART DIRECTION, DESIGN
In a culture where most people are on the go, we created tools to keep people connected and engaged with the program. We builded a website with different welcoming messages for breakfast, lunch, dinner, special occasions and a simple to use interface. A mobile app allowed individuals to have a continuous connection with their online experience. Once we captured individual emails, we were able to grow the consumer data and able to create a CRM program.
Social content to drive individuals to the application
Kellogg’s asked users about flavors and this is how Kellogg’s grew their line of products
The Results
In a culture where most people are on the go, we created tools to keep people connected and engaged with the program. We builded a website with different welcoming messages for breakfast, lunch, dinner, special occasions and a simple to use interface. A mobile app allowed individuals to have a continuous connection with their online experience. Once we captured individual emails, we were able to grow the consumer data and able to create a CRM program.