Objectives

In the summer of 2019, Kellogg's chose Nickelodeon as their primary media launch partner for Frosted Flakes' new initiative, Mission Tiger.

To drive brand awareness and spread the message of Mission Tiger, Nickelodeon and Kellogg’s collaborated to develop strong creative that spoke directly to the target audience by featuring professional basketball player Ben Simmons alongside Tony The Tiger to introduce Kellogg’s Frosted Flakes’ new initiative, to help keep sports programs in schools across the country.

In addition to launching across linear within Kids Choice Sports, Nickelodeon’s sports focused tentpole event, it was also posted on Kellogg’s YouTube destination receiving 11 million views to date.

Additionally for an organic reach, Ben posted the creative across his social platforms and with a targeted amplification strategy garnered over 70 million impressions in total.

The overall campaign objective was to reinvigorate the character of Tony the Tiger by aligning him alongside NBA superstar Ben Simmons to increase his relatability and affinity in today’s culture while launching the Mission Tiger campaign. Mission Tiger is Kellogg’s primary pro social initiative dedicated to raising awareness and funding for school athletics.

Strategy and Execution

The campaign leveraged the influence of Tony the Tiger and Ben Simmons to highlight the significant role of school sports to drive awareness and support of Mission Tiger with Nickelodeon’s engaged families. In order to spread the message, Nickelodeon launched custom branded programming, engaging linear creative and social amplification, that introduced Kellogg’s Frosted Flakes new mission to help keep sports programs in schools around the country.

1x :30 TV (The Call) spot during Kids Choice Sports Awards, featuring Tony the Tiger animation and Ben Simmons. After the :30 linear spot aired on August 10th during the Kids Choice Sports Awards, Ben Simmons posted a social-first version on his FB, IG, and TW. This social integration ran from August 10th – end of September with paid media.

SOCIAL DELIVERABLES:

• 1x 0:30 Video
• 1x Photo (Middle School Me)
• 1x Dark Posted IG story (3 frames)
• 1x Dark Posted CTA Video (Breakfast)
• 1x Dark Posted Photo

PLATFORMS: Facebook, Instagram, Twitter

Link to Linear & Social Creative: http://qlnk.io/ql/5e4ef985e4b0f78833c949d8 

Results

On the Frosted Flakes YouTube Channel, the campaign creative garnered 11M impressions, approximately 2000% more than the average video – effectively driving awareness of the Mission Tiger initiative.

As we were able to drive over 161K users to the Mission Tiger website page, Frosted Flakes can now re-target these users for future campaigns. This audience is extremely valuable as they have already shown interest in Frosted Flakes.

According to a Nielson Brand Content Study, our custom content positively impacted key brand measures. The branded content generated significant increase in affinity (+8 percentage points), purchase intent (+9 percentage points), and recommendation intent (+6 percentage points) compared to the control group. Overall, 9 in 10 respondents exposed to the custom content recalled Frosted Flakes. Additionally, a Nielson Facebook Brand Study, showcased 99.9% chance of brand lift, which is 246% higher than the CPG benchmark.

SOCIAL CAMPAIGN METRICS

Positive Brand Lift Results:

• Ad Recall, Campaign Awareness, Abstract Favorability, and Purchase Intent

Impressions:

• 70,359,263 impressions delivered (over-delivered by 8.3%)

Engagements

• 9,044,140 engagements delivered (over-delivered by 39.1%)
• 12.85% engagement rate (10-15% benchmark)

Video Views

• 8,061,240 video views delivered 
• 13.64% video view rate (8-12% benchmark)

Website Clicks

• 161,547 website clicks delivered
• 0.25% click through rate delivered (0.05% -0.2% benchmark)

Media