Categories Name : Marketing Strategy

Sub-Category : Best use of Apps/Games for Marketing

Entry Name (Campaign) : Kellogg's Chocos - Doodh ka Solid Dost

Results

CAMPAIGN RESULTS The mobile campaign totally surged past industry benchmarks! The video completion rate was a whopping 68.4% against the industry benchmark of 60%, with a high viewability rate of 95.52% validated by MOAT. The campaign reached over 3 million unique users, who engaged with the game almost 3 times during the campaign period. The highly engaging game got audiences to spend almost 2X the average time spent on the games - 12.29 secs compared to benchmark average of 5s-8 secs. The gamification route surely paid dividend with and engagement rate of 30% — miles above from the 3-5% industry benchmark BUSINESS IMPACT Penetration gain of 260 BPS H2’23 vs H2’22 17% sales uplift in the same period 10% uplift in brand awareness for Kellogg’s Chocos Digital ad recall levels exceeded benchmarks, with the campaign cutting through significantly among moms with kids aged 6-8 years old (+10% versus the +6.6% benchmark uplift) The campaign also had a strong impact on brand memory, including “adds magic to milk” (+5%) and “makes milk fun and tasty” (+4%) — meaning, the campaign succeeded in further strengthening communication around Kellogg’s Chocos being Milk’s Best Friend.