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Kellogg’s Special K connects especially well with specific audiences at scale

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About the Brand Kellogg’s

With 2010 sales of more than $12 billion, Kellogg Company is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. Kellogg products are manufactured in 18 countries and marketed in more than 180 countries.

About the Agency Amplifi

Amplifi is the media investment and innovation arm of Dentsu Aegis Network. Amplifi’s goal is to help the whole of Dentsu Aegis Network identify and generate value across all media investment opportunities.

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“Making our media more efficient and effective is critical to our overall strategy. Quantcast was able to deliver and exceed the goals that we set on both accuracy and viewability. The results directly impacted our approach to our digital media plan.”
Alyson Williams
Senior European Media Strategy & Planning
Kellogg’s

Challenge

Optimising to 3 primary KPIs ensuring one would not compromise the other:

  • Achieve a demographic target index of 135 (validated by comScore vCE)

  • Deliver to a desired viewable CPM (Cost Per Thousand)

  • Control frequency of 6x overall

Solution

Amplifi worked closely with Quantcast to develop a market-first solution for Kellogg’s. Balancing all three KPI’s and delivering scale and accuracy. This involved Amplifi clearly defining the KPI’s as well as understanding the most effective target audience to enable Kellogg’s to reach their desired objectives. The solution to this was to build a unique algorithm for Kellogg’s allowing the campaign to be optimized to all 3 KPI’s as primary. This effectively meant that Quantcast developed a new bidder which enabled Kellogg’s to buy the right demographic audience at scale and ensured that all ads that were delivered were viewable. This was only made possible by the close working relationship between Quantcast and Amplifi.

Results

  • 81%

    Over the Demographic Target Average Frequency Index Score Goal

  • 6x

    Average Frequency

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