Kellogg's Krave Smores
A s'more is a treat consisting of marshmallow and chocolate sandwiched between two graham crackers.
The business opportunity:
Use Facebook to launch a new breakfast cereal.
Turn our fans’ favourite things into chocolate and marshmallow.
We gave our teenage audience weekly themes and asked for their suggestions. The most popular ones were turned into pieces of food art and shared with our community. The results: 300% Facebook fan growth, 15% increase in photo views and a staggering 3,000% uplift in overall engagement.
As part of a creative team, I develop the concept. As a creative lead, I handled the final executions. Together with the social team, we came up with the social strategy. During the campaign, I managed content managers, food artist and photographer.