Results and Effectiveness

During the campaign, sales of Special K increased by 231% over the previous year. The Facebook page was viewed by 99,200 users. 46,000 users interacted on the FB application, and 2,603 participated in the challenge. The majority of FB participants enjoyed the taste of Special K, and reported that the product helped them reduce their weight.

Creative Execution

All media communications were integrated. TV & OOH TV were used to create instant awareness. A Facebook application was designed where women could take the Shape Management Challenge. Participants were assigned an avatar, and over two weeks, (as participants answered questions about adding Special K to their diets) the avatar looked slimmer and was awarded more clothes. Users who completed the challenge received a coupon for the lucky draw (free pair of jeans). Utilising FB allowed women to personalise the experience and gain peers' support. Bus shelters in key fashion areas were decorated like shopping mall windows; featuring models wearing the latest slim jeans. Train stickers read: “Others love to sit down, but I love to stand up. Show my slim-cut waist line all along the MTR journey”. Print advertorial (beauty tips from model, Cherry Xia 夏如芝) ran in fashion magazines. Samples were distributed at fitness centres.

Insights, Strategy and the Idea

Kellogg’s is an established brand in Hong Kong. Special K cereal has led sales growth in the adult market, which has overtaken the kids segment as the largest and fastest growing segment. Despite this, the brand was not aggressively advertised, and the TA (young women between 25 and 39) did not relate it to their beauty and fitness goals. The objective was for the TA to link Special K to body shape and fashion. The TA are active women who recognize that being fit, healthy and beautiful is important to their self-esteem, but it is difficult to keep on diet. The concept was that women who ate Special K could go down one jean size in only two weeks. The message: Love Slim Jeans. Love Special K was delivered to the TA while they were shopping, reading fashion magazines, working out and pursuing other activities related to fitness and beauty.