Kellogg’s has released notable results from a holiday cross-device mobile campaign powered by Opera Mediaworks, LiveRamp, and Nielsen Catalina Solutions.
The Rice Krispies® brand wanted to stay top-of-mind as a key ingredient to the wide world of holiday treats a mom could cook up with her kids, and moms responded to the tune of a 28% incremental sales lift, driven primarily by increased store trip frequency. The campaign simultaneously succeeded in extending the brand’s equity and driving in-store sales, with a Kellogg’s overall return on ad spend (RoAS) surpassing 62%.
The 28% incremental sales lift was realized through NCS’ industry-leading test-and-control methodology, analyzing over 500 variables to extract the consumer dollars influenced by the campaign, above and beyond what dollars would have been spent independent of the ad.
Rice Krispies® success came at the expense of its primary competitors, which not only serves as a short-term win, but informs future campaigns of the potential for competitive conquest. Download the full case study for more details.
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