The Kellogg Co., the food manufacturer, tapped into the power of social-media data as it rolled out Cheez-It Snap’d, a snack product aimed at people who are deeply engaged with watching TV shows and films online.

Gail Horwood, CMO of Kellogg North America, discussed this subject during a session at Advertising Week New York (AWNY) 2019.

“We looked at this audience, which was obsessed with movies and TV content,” she said. (For more, read WARC’s in-depth report: How Twitter insights helped Cheez-It Snap’d engage the Netflix generation.)

Data from Twitter, the social network, played an essential role in understanding the prospective Cheez-It Snap’d audience – and demonstrated that snacking kept Netflix viewers busy as their eyeballs bounced from show to show.

Horwood’s team, she explained, set out to “design all of our communication to really speak uniquely to that audience and really fit seamlessly into their viewing.”

And Twitter helped fulfil this goal as it offered “deep understanding of the consumer, their passions, their interests, [and] how they spend their time,” she continued.

This information, she added, is “a little bit like the old-fashioned ethnographic research that was supported by the notion that face-to-face exposure with consumers pays off when a brand needs a content strategy to go to market.”

In the case of Cheez-It Snap’d – a product “that was literally designed for the target,” Horwood noted – social-media insights had a crucial role throughout the launch process.

“Real-time understanding of our consumer was instrumental to this launch, not only in designing the product, but also in communicating about it,” Horwood said.

Moreover, she reported, the stream of real-time inputs allowed the brand to adapt as its campaign went live. “We pivoted to a much more targeted, much smaller audience, which may seem counterintuitive,” Horwood said.

And the power of these brand enthusiasts proved to be every bit as persuasive as the reach generated by more traditional, broadly focused media buys, she said.

Sourced from WARC