SINGAPORE: Kellogg’s used to have to contend with unenthusiastic consumers in India, where sales of its corn flakes were sluggish two years ago, but the FMCG group managed to re-engage consumers through effective video content marketing.
Sanjib Bose, Kellogg’s Regional Marketing Manager for APAC and Africa, outlined to delegates at the recent Content Marketing Summit in Singapore how the company turned the situation around.
He explained that Kellogg’s research team, tasked with finding out why boxes of corn flakes were taking so long to leave the shelves, found that Indian consumers only knew how to eat the breakfast staple with a bowl of milk – yet they still explored the internet in search of other recipe ideas.
Consequently, Kellogg’s India decided to create a series of videos on YouTube to showcase the different ways people can eat breakfast with corn flakes. (For more, read WARC’s report: How Kellogg’s used 100 recipe videos to drive sales in India.)
The company created more than 100 sitcom-style video episodes, mostly lasting two minutes and featuring the fictional Guptaji Ki family, with each one drawing on what consumers were searching for online.
And the videos were named after relatable situations in the everyday lives of Indian consumers, so that the episodes became more discoverable in relation to consumer internet searches. Weekly playlists also helped consumers to binge-watch if they chose to do so.
“We did a lot of insight mining to come to what we would create,” explained Bose. “It was not real-time because it was a piece that was created, and then pushed out. But where it was real-time, we did a lot of real-time testing of the content before we ensured what and where to put the money.”
According to Bose, the video campaign delivered a 20% uplift in sales driven by large packs and an increase of 5.6% in brand awareness.
There was also an increase of 11.8% in product consideration, as well as 107% uplift among consumers who remembered seeing the ad online, while the videos themselves garnered about 11.5m views.
Sourced from WARC