Kellogg’s wanted to target the teen audience in order to increase Pop-Tarts’ relevance in the breakfast category. The brand worked with the Internet radio channel Pandora to deliver targeted content to teens and encourage purchase consideration of Pop-Tarts. Kellogg’s successfully connected with teens through the “Pop-Tarts Crazy Good Summer” brand station on Pandora.
Objective and Context:
Kellogg’s wanted to remain relevant in the increasingly competitive breakfast category. This category was especially competitive for Pop-Tarts because of the many options offered in the breakfast aisle, including cold cereals, hot cereals, breakfast bars, and granola bars. Kellogg’s went to Pandora with the goal of activating lapsed Pop-Tarts buyers and increasing sales among existing buyers. Together the two brands delivered relevant content to the teen audience encouraging purchase consideration of Pop-Tarts as a breakfast option.
Kellogg’s targeted teenagers because of the household buying power they held in the breakfast category. While technology made it easier than ever to reach them, it also made it harder to resonate with them. According to Forrester Research’s “The State of Consumers and Technology Benchmark” report, today’s teens consume content through an average of four devices. This has made it notoriously difficult for marketers to capture teen attention through traditional advertising platforms that have limited targeting options. However, studies have shown that teens are spending their time and energy listening to music on mobile devices. Pandora was selected as a strategic partner because of the platform’s ability to provide teens with personalized music content on their mobile devices.
Pop-Tarts and Pandora created the “Pop-Tarts Crazy Good Summer” brand station to connect with teens through their interest in music. Pandora’s Brand Station Platform was a native placement on Pandora that allowed advertisers to join their brand message with custom audio and video music content. Pandora listeners could add the “Pop-Tarts Crazy Good Summer” station to their station list in the same way they would add any other station.
Station content was derived from a list of seed songs and artists selected to align with Pop-Tarts’ brand strategies. Pandora’s Music Genome Project, the musical database that provided the foundation for Pandora’s personalized listening, further unleashed the station’s potential with an endless stream of custom music content that both supported a positive listening experience and aligned with the Pop-Tarts brand. Listeners were able to tailor the experience to their personal taste by giving a thumbs-up or thumbs-down to songs and customizing the station by using the “add variety” option.
Overall Campaign Execution:
“Pop-Tarts Crazy Good Summer” program was a multi-year program that built on the previous year’s successes by adapting and engaging with teens within the evolving media landscape. A strategic mix of audio and display media ran across web, mobile, and tablet on the Pandora platform, targeted to listeners 13 to 17 years old. The messaging encouraged teens to add and listen to the brand station and attend one of several live concerts that accompanied the program in key cities.
Mobile proved to be the most effective media channel for reaching the teen audience. With mobile as an integral part of the campaign, Pop-Tarts faced the challenge of mobile attribution, especially when targeting teens, given the industry’s privacy constraints. Partnering with Nielsen Catalina Solutions, Kellogg’s was able to determine mobile attribution for the campaign by comparing Pandora’s listener information with retailer sales data.
The campaign ran from June to August of 2014 and delivered 30 million impressions. Of these total impressions, 60 percent were on mobile, proving the effectiveness of the Pandora platform for reaching and resonating with this challenging demographic. Nielsen Catalina Solutions’ data analysis showed that the campaign reached four million homes total. While mobile-only households comprised 60 percent of all exposed households, mobile impressions contributed to a whopping 70 percent of incremental sales for Pop-Tarts.
The data also indicated that the average consumer who was exposed to the campaign spent $4.09 in-store compared to $3.81 spent by those not exposed. This impressive result of 7 percent incremental sales outperformed benchmarks by 190 percent. Furthermore, for $1 spent on advertising, Pop-Tarts received over $3 in incremental sales, translating to an impressive ROI of more than 300 percent.
Brand engagement metrics also outperformed established benchmarks. More than 347,000 Pandora listeners added the Pop-Tarts brand station to their playlist, and the average listener tuned in to the station for 69 minutes. Notably, time spent increased to 81 minutes after the traffic-driving media campaign ended, demonstrating that exclusive, branded content resonates with teen listeners and can lead to valuable earned media for a brand.