Eggo
Success Story Iconic brand stays fresh on mobileThe frozen waffle brand put a modern twist on a famous campaign, targeting a new generation with video and photo ads on mobile to drive a strong lift in sales.
Their Story A family breakfast favoriteBreakfast is known as the most important meal of the day. So it’s no surprise that many people eat breakfast because they have to, not because they want to. But that’s not the case with Eggo. People love Eggo, but after over four decades in market, the brand was starting to lose relevance with consumers. Their Goal Staying relevant in a mobile worldCompetition for space at today’s breakfast table is fierce, and parents have a growing number of options to serve their families. Eggo wanted to put a new spin on the established “L’Eggo My Eggo” campaign to increase the brand’s appeal with a younger audience.
Trinh Le, Director, Frozen Breakfast Brand & Innovation, Kellogg’s Their Solution Heating up an old favoriteThe brand brought Eggo into today’s mobile world by tying to a cultural truth. We live in an era where people share everything—on Facebook and in their lives. But Eggos are too delicious to share. For its Facebook campaign, the Eggo team worked with agencies Leo Burnett and VML to develop a series of video ads and photo ads that would bring the “L’Eggo My Eggo” campaign to life on mobile. Too delicious to shareThe campaign featured a series of videos of a conflicted grocery store sampler fending off customers as she finds different ways to avoid sharing her waffles, delivering the punchline “Eggo waffles are just too delicious to share.” In addition, the team created a series of fun posts that show how kids might defend their Eggos. Several image posts showed legions of toys defending Eggo waffles, while other image and video posts suggested that people create decoy labels to protect their waffles from Eggo-preying family members. Reaching mobile consumersUsing past purchase behavior and product affinity data from Datalogix, Eggo targeted ads to a Custom Audience of people who:
To reach a new generation, Eggo placed the ads in Facebook mobile News Feed. Their Success Success worth sharingRefreshing a nostalgic favorite in a fresh new mobile campaign delivered an impressive 4.2X return on advertising spend for Eggo, resulting in a significant lift in revenue in just a few months. Between February–May 2015, the brand achieved:
Related Success Stories Facebook can help your large, medium or small business grow. Get the latest news for advertisers and more on our Facebook for Business Page. Facebook Blueprint: eLearning to help you better leverage Facebook advertising to drive real business results. Global Sites Facebook © 2016 | اردو |