Season one of Stranger Things caught Eggo by surprise. They won the free product placement lottery as the main character’s favorite food and were instantly thrown into the pop culture zeitgeist. With the success of season one, Netflix formally reached out to our client Kellogg’s and asked if they would be interested in co-creating an Eggo sponsorship program for season two. Working with an event partner we created a movie premiere style event where lucky guests were invited to binge the entire season two in one sitting. We created all the work to promote the event in the weeks prior, day of, and weeks after. This included video, connected TV and daily social content to engage with Stranger Things fans as the events unfolded.
RESULTS: Increased social mentions by 986% / Total Eggo Mentions on Twitter 41,184, VALUE: $201,801.60
YOY CONSUMPTION INCREASED 14%
The success of Eggo opened up opportunities with more Kellogg’s brands and within a year we were creating work for a total of 12 brands that included Pop-Tarts, Special K, Rice Krispies, Frosted Flakes, Cheez-It, Bear Naked and Keebler.
QUICK KEEBLER CASE STUDY
Keebler is a 50-year-old brand that had become irrelevant to millennial parents and their children. The antiquated magical elves that lived in the hollow tree had to find a way to become more modern. We created a social content campaign that leveraged this weakness and had them engage with modern culture and trending events from their innocent elfin perspective.
WITHIN 10 WEEKS, KEEBLER COOKIES SAW SOME OF IT’S HIGHEST WEEKLY CONSUMPTION EVER
STRONG BASE SALES INCREASED MARKET SHARE AND PENETRATION OF OVER ONE MILLION HOUSEHOLDS
750 MM TOTAL IMPRESSIONS
620% WEEKLY INCREASE IN SOCIAL CONVERSATION
2X INCREASE IN POSITIVE SENTIMENT