Trend & Data-Driven Campaigns for Every Audience
Kellanova (NYSE: K) is leveraging advanced analytics and AI to enhance its marketing strategies and reach diverse audiences. The company has implemented several successful tech-driven initiatives:
The Special K brand in the UK launched a Clean Room AI Pilot, combining AI and clean room technology, resulting in sales lifts of 9% to 36% and increased brand consideration. The Pringles brand executed notable collaborations, including Pringles x Crocs, which generated 1.6 billion impressions, and Pringles x Caviar Co, which garnered over 10 billion TikTok views.
The company's Pringles Poptopia initiative, featuring QR codes on cans for exclusive content access, has driven a 30% increase in first-party data. Kellanova is focusing on creative effectiveness through partnerships with VidMob, finding that creative elements drive almost half of total marketing effectiveness.
Kellanova (NYSE: K) sta sfruttando analisi avanzate e intelligenza artificiale per migliorare le sue strategie di marketing e raggiungere pubblici diversi. L'azienda ha implementato diverse iniziative tecnologiche di successo:
Il marchio Special K nel Regno Unito ha lanciato un Pilota AI Clean Room, combinando intelligenza artificiale e tecnologia clean room, con un aumento delle vendite compreso tra il 9% e il 36% e un incremento della considerazione del marchio. Il marchio Pringles ha realizzato collaborazioni notevoli, tra cui Pringles x Crocs, che ha generato 1,6 miliardi di impressioni, e Pringles x Caviar Co, che ha ottenuto oltre 10 miliardi di visualizzazioni su TikTok.
L'iniziativa Pringles Poptopia dell'azienda, che presenta codici QR sulle lattine per l'accesso a contenuti esclusivi, ha portato a un aumento del 30% dei dati di prima parte. Kellanova si sta concentrando sull'efficacia creativa attraverso partnership con VidMob, scoprendo che gli elementi creativi guidano quasi la metà dell'efficacia totale del marketing.
Kellanova (NYSE: K) está aprovechando análisis avanzados e inteligencia artificial para mejorar sus estrategias de marketing y alcanzar audiencias diversas. La empresa ha implementado varias iniciativas tecnológicas exitosas:
La marca Special K en el Reino Unido lanzó un Piloto de AI Clean Room, combinando inteligencia artificial y tecnología de clean room, resultando en aumentos de ventas del 9% al 36% y un incremento en la consideración de la marca. La marca Pringles llevó a cabo colaboraciones notables, incluyendo Pringles x Crocs, que generó 1.6 mil millones de impresiones, y Pringles x Caviar Co, que obtuvo más de 10 mil millones de vistas en TikTok.
La iniciativa Pringles Poptopia de la empresa, que presenta códigos QR en las latas para acceso a contenido exclusivo, ha impulsado un aumento del 30% en los datos de primera parte. Kellanova se está enfocando en la efectividad creativa a través de asociaciones con VidMob, descubriendo que los elementos creativos impulsan casi la mitad de la efectividad total del marketing.
Kellanova (NYSE: K)는 고급 분석 및 인공지능을 활용하여 마케팅 전략을 개선하고 다양한 청중에게 도달하고 있습니다. 이 회사는 여러 성공적인 기술 기반 이니셔티브를 구현했습니다:
영국의 Special K 브랜드는 AI 클린룸 파일럿을 시작하여 인공지능과 클린룸 기술을 결합하여 판매가 9%에서 36% 증가하고 브랜드 고려도가 높아졌습니다. Pringles 브랜드는 Pringles x Crocs와 같은 주목할 만한 협업을 실행하여 16억 회의 노출을 생성했으며, Pringles x Caviar Co는 100억 회 이상의 TikTok 조회수를 기록했습니다.
회사의 Pringles Poptopia 이니셔티브는 독점 콘텐츠 접근을 위한 QR 코드를 캔에 표시하여 1차 데이터가 30% 증가했습니다. Kellanova는 VidMob과의 파트너십을 통해 창의적인 효과성에 집중하고 있으며, 창의적인 요소가 전체 마케팅 효과성의 거의 절반을 차지한다는 것을 발견했습니다.
Kellanova (NYSE: K) exploite des analyses avancées et de l'intelligence artificielle pour améliorer ses stratégies marketing et atteindre des publics divers. L'entreprise a mis en œuvre plusieurs initiatives technologiques réussies :
La marque Special K au Royaume-Uni a lancé un pilote AI Clean Room, combinant intelligence artificielle et technologie clean room, entraînant des augmentations de ventes de 9 % à 36 % et une considération accrue de la marque. La marque Pringles a réalisé des collaborations notables, notamment Pringles x Crocs, qui a généré 1,6 milliard d'impressions, et Pringles x Caviar Co, qui a obtenu plus de 10 milliards de vues sur TikTok.
L'initiative Pringles Poptopia de l'entreprise, qui présente des codes QR sur les canettes pour accéder à du contenu exclusif, a entraîné une augmentation de 30 % des données de première partie. Kellanova se concentre sur l'efficacité créative grâce à des partenariats avec VidMob, découvrant que les éléments créatifs représentent presque la moitié de l'efficacité totale du marketing.
Kellanova (NYSE: K) nutzt fortschrittliche Analytik und KI, um seine Marketingstrategien zu verbessern und verschiedene Zielgruppen zu erreichen. Das Unternehmen hat mehrere erfolgreiche technologiegestützte Initiativen umgesetzt:
Die Marke Special K im Vereinigten Königreich hat ein Clean Room AI-Pilotprojekt gestartet, das KI und Clean Room-Technologie kombiniert, was zu einem Verkaufsanstieg von 9% bis 36% und einer erhöhten Markenwahrnehmung führte. Die Marke Pringles führte bemerkenswerte Kooperationen durch, darunter Pringles x Crocs, die 1,6 Milliarden Impressionen generierte, und Pringles x Caviar Co, die über 10 Milliarden TikTok-Views erzielte.
Die Pringles Poptopia-Initiative des Unternehmens, die QR-Codes auf Dosen für den Zugang zu exklusiven Inhalten beinhaltet, hat zu einem Anstieg der First-Party-Daten um 30% geführt. Kellanova konzentriert sich auf kreative Effektivität durch Partnerschaften mit VidMob und hat festgestellt, dass kreative Elemente fast die Hälfte der gesamten Marketingeffektivität ausmachen.
- Special K AI pilot achieved 9-36% sales lift in UK
- Pringles x Crocs collaboration generated 1.6B impressions
- Pringles x Caviar Co campaign reached 10B TikTok views
- 30% increase in first-party data through Poptopia initiative
- Creative marketing driving nearly 50% of total effectiveness
- Special K faced challenging brand volumes and penetration in UK
- Increasing competition from private label products
As consumer behaviors and expectations evolve, successful brands must refresh their approach to meet consumers where they are. Kellanova SVP and Chief Growth Officer, Charisse Hughes, shares insights into the company's strategies for reaching diverse audiences with advanced analytics and AI, creating evergreen relevance and growth.
Remember the days when your marketing team developed customer segmentation campaigns based on historical data and measured their effectiveness long after campaigns were complete? Times have certainly changed, and we as marketers have had a front-row seat to digital transformation as a growth driver for our brands.
Today, with the help of artificial intelligence (AI) and machine learning, we have the power of predictive analytics to identify consumer cohorts with precision and fine-tune our campaigns in real-time for greater personalization and ROI. That said, while data provides valuable insights into consumer behaviors and preferences, we can't underestimate the value of human touch. Successful marketers must focus on continuous learning and the upskilling of teams, data-driven insights, and the ability to blend the art and science of marketing to drive growth and relevance.
Reaching Consumers Through Bold Collaborations
In an era where traditional marketing strategies alone aren't enough, at Kellanova we have embraced unconventional, culturally resonant collaborations that push boundaries and earn our position in the market. Two standout examples include:
Pringles x Crocs: This collaboration wasn't just a licensing deal; it was a fully integrated joint and mutually beneficial campaign that brought the Pringles brand personality to life. Together, we created Mr. P-inspired clogs and slides, a Crush Boot with a built-in Pringles can holder, and Pringles-flavored crisps inspired by Crocs.
The campaign generated 1.6 billion impressions, ranking among the top five earned-performing programs for the Pringles brand. The Pringles Crush Boot sold out in just 1.5 hours, demonstrating a powerful cultural synergy with a new set of consumers.
Pringles x Caviar Co: A collaboration targeted at a younger, trend-driven audience on TikTok, generated over 10 billion views. The campaign amplified the luxury-meets-snack narrative, building on the growing cultural cachet of the Pringles brand. By continuously listening to culture, we spotted this trend at the peak moment to capture attention. It even sparked pop culture conversations, including a feature on an episode of Real Housewives of
Pioneering Innovation Through AI and Data
Kellanova has been on a journey to prioritize data that can unlock business opportunities for years and we know that courage and experimentation are at the heart of innovation. This past year, we leaned heavily into testing technologies that would enhance marketing effectiveness and personalization, and our pilots are paying off:
Clean Room AI Pilot: Our Special K brand in the
Based on the data, we implemented personalized campaigns across Meta and Pinterest, resulting in:
- Sales lifts of
9% to36% (up to 12x industry benchmarks). - A brand consideration increase of 0.9 points (3x industry benchmarks).
- Successful reversal of decline in household penetration.
This pilot has ushered in a new blueprint for how we reach evolving audiences in real-time and is being adapted across our brands globally.
Pringles Poptopia: Recognizing the growing demand for personalization in a post-third-party data world, we launched Poptopia to provide a direct-to-consumer, digital experience. Powered by technology, each Pringles can includes a QR code, giving consumers access to personalized, exclusive content. This provides us with an opportunity to engage and better understand our diverse audiences. To date, we've seen a 30 percent increase in first-party data and have also streamlined our supply chain operations.
Measuring Creative Effectiveness
Marketers are vying for consumer attention more than ever before. Creative content must be memorable, relevant, contextual, personalized, and engaging – it's a lot to think about with so many different channels and places you're putting your media dollars.
As marketers have said for years, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." With the advent of new tools and technologies, we no longer have to guess what worked and what didn't.
With help from our partners at VidMob, we've put the time, effort, and technology to work to better understand what role, and what contribution creative effectiveness has in the total effectiveness of our ad dollars. Ultimately, we're striving to deliver creative that lands with evolving audiences and does so in a way that drives them to take action, increase loyalty and engagement. We found that it drives almost HALF of total effectiveness, and we now have a deeper understanding of what works and is driving an emotional connection and ultimately conversion.
Closing Thought
The future of marketing and its ability to drive growth is a discussion happening in C-Suites worldwide. At Kellanova, we're hyper focused on reaching evolving audiences, driving growth and brand affinity by understanding consumers' experiences to authentically represent and reach them in our creative, messaging, and the foods we create.
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and
At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.
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SOURCE Kellanova
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