CASE STUDY: Special K and Glamour UK

Provided by Periodical Publishers Association
Special K boosted brand perception and achieved strong return on investment with Glamour partnership.

What was the Challenge / Background of the Campaign?

Despite strong shape management credentials, research indicated that Special K lacked emotional connection with consumers.

What was the Campaign Objective?

The campaign aimed to broaden the brand's 'quick fix diet' perception and reassure women that Special K contributed to them feeling good and looking great, every day. Supporting shape watchers' belief that a healthy lifestyle is about small, simple steps, Kellogg's developed a new 'prepare to shine' messaging around the Special K brand. It created a year-long partnership with Glamour magazine, reaching more than half a million readers each month, to deliver tailor-made content that shifted perceptions of Special K as a lifestyle-led, iconic female brand.

What was the Solution?

Two seasonal guides at key periods - New Year and summer - were complemented with regular editorial-led DPS insertions and online features, all supported with joint Glamour and Special K branding. The guides featured 'Special K Girl' who motivated readers and inspired them to get into shape. Special K used the Glamour logo on its packaging, the Special K website and television advertising. The brand was able to distribute 700 Special K samples at Glamour events and run product trials with the magazine's readers generating strong above the line 'reader' endorsement.

What were the Results?

For the summer campaign, the Glamour partnership drove the strongest return on investment of all media channels employed - 16% better than television and 42% better than average ROI across all media The audience was 198% more likely to state 'it inspires me to get in shape and is fun' and 174% more likely to state, 'Special K is a brand that understands me' More than eight in ten respondents agreed the partnership made them feel more positive about Special K, and 69% said they had bought the product after seeing it in Glamour. Partnership with Glamour hasbeen extended

What were the Key Learnings of this Campaign?

Whilst not completely rebranding, Special K learnt that changing their brand perception was key in gaining traction in a very competitive industry. Through Glamour Special K had direct access to their key market and was able to utilise mulitple platforms to ensure as a big a reach as possible.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contra Dealmore than half a million readers each month
16 - 24
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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