Kellogg’s Coco Pops integration will make you smile
![](https://www.inside7.com.au/wp-content/uploads/2023/10/Picture3-2.png)
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Audience
New loyal consumer groups including families who enjoy the occasional treat and pre-families to recruit the next generation of families
Reignite the love of the brand to consumers who may not have purchased Coco Pops recently.
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The Product
7ACT Explorer, an instream video ad product for CTV and linear, that has a QR code which drives a more direct path to conversion through a customized Kellogg’s microsite increasing time spent and engaging targeted viewers through their second screen – a experience that is not possible in a standard TVC placement.
![](https://www.inside7.com.au/wp-content/uploads/2023/10/Coco-Pops.png)
The Creative
Kellogg's created an enticing TVC that we used to overlay a strong CTA and QR code throughout. This encourages viewers to take action through scanning the QR code, leading them to a customised microsite, creating an engaging second screen experience. The microsite housed links to 5 of Coco Pops' delicious recipes proving the brand can create smiles and joy outside the bowl.
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3
MeasuRED
Goal 1:
Direct viewers to microsite through 7ACT Explorer inspiring family viewers to try new recipes
►+2,700 scans
►+415% over Kerv scan rate benchmark
►Testament to creative execution and targeting the right audience
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Goal 2:
Boost engagement and minutes spent on the microsite with core brand perceptions
►+7,500 interactions
►+15,000 extra minutes spent with the Kellogg’s brand through the microsite
Partner Agency: Zenith
![](https://www.inside7.com.au/wp-content/uploads/2023/10/Coco-Pops-2.png)
Seven conducted a Brand Uplift Study to evaluate the campaign effectiveness including ad recall, brand perceptions and purchase intent.
Key findings
► Results were most favourable among females, primary grocery buyers and the 25-54 year demographic.
► Those who could recall seeing the creatives responded even more positively than the overall exposed audience, indicating a strong creative execution in the right environment.
Brand lift
Lifting Coco Pops’ brand trust by 12% among the exposed audience, and 25% among those can recall either the 7ACT Explorer or FreezeFrame creative .
A highly enjoyable creative execution, proven effective in driving action.
► Making viewers 32% more likely to want to find out more about Coco Pops recipe ideas.
► Turning inspiration into action, lifting purchase intent by 12%.
Creative diagnostics
►+8ppt ad recall
► Brand lift results (exposed vs control):
- 15% enjoyment
- 32% Inspiration
- 26% Relevance
- 12% Purchase Intent