Kellogg’s isn’t just the brand that made your grandmother’s Corn Flakes anymore – at least that’s not all they’re making these days. In a recent example of outstanding fan engagement, Kellogg’s created a one-of-a-kind cereal for a Twitter fan called, “Totes Amazeballs”.
Kellogg’s UK brand team made news after developing the breakfast item in response to a tweet sent by Tim Burgess, the lead singer of UK band The Charlatans. Burgess jokingly tweeted that he had invented his own cereal with the playful name, and received an immediate request to collaborate from Kellogg’s marketing team. The final product was the one and only box of “Totes Amazeballs,” unveiled by Kellogg’s and Burgess via Twitter a few weeks later.
The response to Kellogg’s initiative has been enormous, driving new and existing fans of both Kellogg’s and Burgess to engage in the conversation via Kellogg’s Twitter Handle. Kellogg’s UK Twitter handle has increased its followers by over 500 since the reveal last week, and continues to grow. Kellogg’s has extended the reach of the initiative by keeping fans in the loop during development and after the cereal was unveiled. Since Burgess has the only box in existence, it has prompted a large number of fans to debate and inquire about the possibility of mass-production. Kellogg’s creative approach has also been reaping plenty of favorable publicity from blogs and mainstream news coverage – effectively increasing the exposure of a single fan interaction beyond the Twitter-verse.
When it Comes to Fans, Engaging is Caring
Kellogg’s utilized a few practices that made their initiative successful. First, Kellogg’s has an active Twitter handle, engaging consistently with fans before during and after the cereal was made. Turning a high-profile, one-time interaction into a permanent impact requires that the influx of fans be sustained with regular interaction so the momentum you pick up doesn’t just fizzle out.
Kellogg’s chose the recipient wisely – the brand was able to leverage Burgess’s celebrity and more than 22,500 Twitter followers to extend their reach in Twitter and mainstream news. In addition, Kellogg’s continues to interact with Burgess via Twitter – cultivating the relationship they initiated and created a life-long advocate for their brand. Developing relationships with potential and existing brand enthusiasts, especially with people with influence in a target audience, is important.
Finally, the idea Kellogg’s had was unique. Kellogg’s took what was essentially a fan give-away, and made it personal to Burgess in a clever and funny way. Whether it’s through a big giveaway, or a simple Twitter interaction, tailoring a message to fit each fan as much as possible makes the fan feel special and therefore more likely to return to engage later.
Think outside the Cereal Box
At WCG, we’re always looking for the best ways to engage with our fans, but more specifically how to translate that engagement into measurable consumer growth. As we utilize routine engagement, fan call-outs, rewards and giveaways, we’re always looking at ways to advance our engagement strategy. When there’s a sea of consumer brands competing for the same followers and conversation space, making a real impact requires taking engagement a step further, like Kellogg’s.
Here are some things to keep in mind when developing your brand’s fan engagement plan:
- Know your audience: Knowing who your fans are shapes which tactics you can and should use to reach them.
- Stay true to your brand’s voice: Your brand’s identity is the reason your fans like you in the first place, so it’s important to carry that over in your social media strategy while still understanding who is reaching you via those channels.
- Strong fan programs aren’t built overnight: A fan engagement initiative like “Totes Amazeballs” only works if brand interaction is reliable – before, during and especially after. The initiative is the jumping off point, but consistently engaging and creating new content is what will build a brand following and not just temporary followers.
- Leveraging your fans’ networks: It’s important to leverage fans who are both influential and relevant to your brand’s target audience, especially if those fans are already comfortably established on the social media channels your key audiences use.
- Stand out and make an impact: Finding a new idea that aligns with your brand’s personality and appeals to your particular audience can be a challenge, but be creative and think about what’s current, relevant to your product or service offering, and what is most important to the people you’re trying to connect with. This is another area where sustained past engagement with fans can help you predict what their response will be. Make sure to monitor the results of any future engagement initiative as well, so you can continue to be informed about what your fans want.
As brands become more social media savvy, finding unique ways to reach fans is more important than ever.