CMW works on Kellogg’s Krave digital campaign
CMW is working on a digital campaign to help Kellogg’s launch its first cereal aimed at 16- to 25-year-olds in the UK.
Kellogg’s has named the cereal Krave and tasked the consultancy with creating ‘a deep level of engagement with its core audience’ through a microsite and online advertising campaign, according to Paul Vallois, business development director at CMW.
‘Rather than have a Flash-heavy site, the microsite will signpost people to Facebook and Twitter channels,’ Vallois says.
Kellogg’s is using its retained advertising agency Leo Burnett to create an ad campaign. CMW, which won a three-way pitch to secure the business, will coordinate the social media launch with Leo Burnett’s campaign in March.
The hazelnut- and chocolate-flavoured cereal was launched in the French market as Tresor in 2007, but has been renamed to target UK consumers.
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The social media strategy is failing completely – check out the thread at: http://www.thestudentroom.co.uk/showthread.php?t=1178681 for an idea of what i mean
Just in case it gets deleted, the general tone is
1. Stop spamming us
2. stop being so condescending
3. the cereal tastes like **** (could be genuine, or a bad reaction to tasteless marketing
These complaints are not handled as politely as detailed them here, and they come alongside some crass but (under the circumstances) funny cartoons.
A dreadful call my CMW – They middle-aged marketing execs assume that by using terms suach as “wicked” etc, they will be able to communicate effectively with the target market of 16-25 year olds, they have failed quite spectacularly.
Try googling “Krave Cereal” to better understand how poorly
The social media strategy is failing completely – check out the thread at: http://www.thestudentroom.co.uk/showthread.php?t=1178681 for an idea of what i mean
Just in case it gets deleted, the general tone is
1. Stop spamming us
2. stop being so condescending
3. the cereal tastes like **** (could be genuine, or a bad reaction to tasteless marketing
These complaints are not handled as politely as detailed them here, and they come alongside some crass but (under the circumstances) funny cartoons.
A dreadful call my CMW – They middle-aged marketing execs assume that by using terms suach as “wicked” etc, they will be able to communicate effectively with the target market of 16-25 year olds, they have failed quite spectacularly.
Try googling “Krave Cereal” to better understand how poorly