Last year, Kellanova faced challenges with Special K in the U.K. as the cereal’s volumes declined and market penetration stagnated. Despite high awareness for the 70-year-old brand, consideration rates began to resemble those of private label brands as the premium price increased compared to competitors. To combat this, Kellanova, the group behind snacks like Pringles and Cheez-It, partnered with LiveRamp for a clean room solution following the split of Kellogg Company into two companies in 2023.
Through the use of clean room technology, Kellanova was able to access and collaborate on various data sets while protecting privacy. Louise Cotterill, Kellanova’s global senior director of insights and intelligence, highlighted the impact of clean rooms on improving targeting and consumer connections.
By integrating postcode-level Circana data with addressable records from Experian, Kellanova gained insights into household compositions and interests beyond demographics. This led to the identification of two distinct groups of Special K consumers: loyal buyers and discount purchasers. Tailored marketing strategies were deployed across social channels to target these groups effectively.
Brand lift and behavior change
A data clean room allowed Kellanova to measure the impact of their campaigns more accurately. The revamped approach resulted in a 9% sales lift with price-conscious consumers and a 36% sales lift with loyalists, showcasing the effectiveness of targeted marketing. Additionally, a consideration impact study revealed a three-times higher lift in consideration compared to industry averages.
Furthermore, Kellanova’s success with Special K exemplifies how clean room technology can drive business results and accelerate campaign processes. By leveraging in-house data scientists and external partners, Kellanova was able to optimize targeting and creative strategies effectively.
In-house and beyond
Continuing to apply the clean room strategy across its portfolio and markets, Kellanova emphasizes the importance of collaboration between data scientists, creative teams, and media partners. This approach not only streamlines campaign execution but also ensures that data-driven decisions drive successful outcomes.
As Kellanova expands this strategy to different brands and markets, the adaptability of the approach to varying data regulations and privacy requirements becomes crucial. By testing the strategy in challenging markets, Kellanova aims to establish a scalable model for future implementations.