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Kellogg's Rice Krispies Squares: The humble Krispies profitable transformation
Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2010
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar.
Kelloggs' Rice Krispies Square is a confectionery product made from the Rice Krispies cereal and melted marshmallow, shaped into a bar. The product was competing in a difficult confectionery market and suffered from lack of brand name awareness, packaging recognition and understanding of the product proposition. In response, a campaign in the Irish Republic sought to draw on the heritage of the homemade 'Rice Krispie Bun' that was synonymous with growing-up by branding the Squares product as a Rice Krispie Bun in a portable bar. The initial campaign involved an animation of a Rice Krispie Bun being converted into the Bar and was promoted on TV, outdoor and in cinemas. This was followed up by advertisements which promoted new variants of the Squares product, personifying the individual 'Krispies' and demonstrating how they long to be in the 'Square' product. Over the 4 years which the campaign ran, the ROI was an average of 44.25% per year.
Channel 4 – Disarming Britain
Warc Word of Mouth Marketing Awards, 2008
Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets.
Channel 4's Disarming Britain season took an unflinching look at the increasing use of violence and weapons by young people on the nation's streets. The season featured a number of TV programmes and special online features dealing with the issue of gun and knife crime in the UK to help raise public awareness. Channel 4 was keen to evaluate the impact of the season as its level of success could have major implications for planning and programme making, particularly in the areas of news and current affairs. A 'calibrated engagement scorecard' was created, comprising advanced web analytics, social media monitoring, sentiment analysis, linguistic analysis, ethnography and strategic analysis and recommendations. This revealed precisely how C4's content was discovered, searched for, interacted with, perceived, commented upon, shared and recommended. It also helped to develop better informed strategies for interacting with users and developing future content and campaigns.
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