The client
Kellogg's, officially known as the Kellogg Company, is a prominent American producer of ready-to-eat cereals and other food products. Known for its iconic Corn Flakes, one of the earliest and most popular breakfast cereals in the United States, Kellogg's continues to be a household name. The company's headquarters are located in Battle Creek, Michigan.
The objectives
We had two primary objectives for incorporating macro-influencers into this campaign;
- Raise awareness and interest in Soy Protein Granola, emphasising its protein benefits and positive health impact.
- Position Kellogg's as the top choice for a quick, delicious, and nutritious breakfast.
What was the campaign brief?
For the Kellogg's campaign, we approached macro-influencers with a specific brief that required them to fulfil three key parts:
- Top Line Concept: This involved showcasing the convenience and accessibility of purchasing Kellogg's products, such as filming a trip to the store to highlight how easy it is for anyone to buy Kellogg's.
- Product Purchase: The influencers were required to purchase the highlighted product, specifically the Kellogg’s Soy Protein Granola Wonder Berries 220g. They were to mention that this product is available at major supermarkets islandwide, emphasising its accessibility. Additionally, they were to highlight the exceptional protein content, noting that one bowl of Kellogg's Protein Granola provides the protein equivalent of two eggs.
- Content Sharing: Influencers were to share the video they created as both a TikTok Video and an Instagram Reel. This ensured the campaign reached a broad audience across multiple social media platforms, leveraging the visual appeal and engagement potential of both formats.
The content should amplify the emotional benefit of "your space to centre your time with Protein Granola." Influencers were encouraged to showcase a morning routine involving Kellogg's Protein Granola as part of a balanced breakfast, demonstrating how the product helps them feel energised, focused, and ready to take on the day. The content should be upbeat, authentic, and relatable, with influencers' personalities shining through to make the audience feel connected and inspired to try Kellogg's Protein Granola themselves.
The strategic advantage of using macro-influencers
We chose to collaborate with macro-influencers for our Kellogg's campaign due to several compelling reasons highlighted by current trends and insights:
Tap into increased health consciousness in Singapore
With Singaporeans leading healthier lives and an increased focus on nutrition, influencers who advocate for health and wellness are becoming highly influential. By partnering with macro-influencers who promote a healthy lifestyle, we can align Kellogg's Soy Protein Granola with the growing demand for nutritious food options.
Leverage social media trends with macro-influencers on Instagram and TikTok
Macro-influencers have a strong presence on platforms like Instagram and TikTok, which are crucial for reaching our target audience. For instance, they can create engaging and relatable content that showcases the convenience and health benefits of the product, tapping into the trend of healthy living prominently featured on these platforms.
Choosing influencers with diverse follower bases
Our campaign targets fitness and health enthusiasts, parents with kids, and busy working adults. Macro-influencers can effectively reach these segments due to their diverse follower bases.
Drive high engagement and emotional connection through authentic, relatable content
Macro-influencers are adept at creating high-quality, emotionally engaging content. By collaborating with influencers who can authentically share their experiences and daily routines with Kellogg's products, we can foster a deeper emotional connection with our audience. This approach is essential for building long-term brand loyalty and demonstrating how Kellogg's Soy Protein Granola fits into a healthy, active lifestyle.
Boost credibility and trust with genuine endorsements from respected influencers
Macro-influencers have built strong relationships with their followers, who trust their recommendations. Their genuine endorsements can significantly impact consumer purchasing decisions, driving higher engagement and conversions.
The results
- With just 3 macro-influencers, we achieved a cumulative reach of 623K, ensuring extensive brand visibility across a large audience.
- The campaign generated an impressive 2.3 million views, highlighting the effectiveness of macro-influencers in capturing attention and driving awareness.
- The 9.3K engagements demonstrate that macro-influencers not only reach a broad audience but also successfully engage them, fostering interaction and interest in the product.
The takeaway from this campaign
Our Kellogg's campaign demonstrates the power and effectiveness of leveraging macro-influencers in today's dynamic digital landscape.
By tapping into increased health consciousness, leveraging social media trends, and choosing influencers with diverse follower bases, we were able to achieve significant reach and engagement. The authentic and relatable content created by the influencers not only built strong emotional connections with the audience but also boosted credibility and trust in Kellogg's Soy Protein Granola.
Contact Partipost today to discover how we can help you achieve remarkable results with macro-influencers.