Kellogg’s Frosted Flakes Case Study

The campaign, which ran March 17 to May 18, 2024, aimed to boost Kellogg’s customer penetration at Dollar General by engaging customers throughout their shopping journey via off-site media. DGMN developed a tailored off-site media plan, utilizing DG1PD to create highly customized audiences with a strong likelihood of purchasing Kellogg’s Frosted Flakes. These audiences included current DG1PD, other Kellogg’s cereal brand buyers, and category buyers for cereal, granola and milk. By leveraging DG1PD, the campaign reached these customers across the digital ecosystem through off-site mobile and standard ad units. To gauge customer response, two types of creatives were tested, primarily emphasizing cost savings by bundling two or more items at a lower price. Additionally, the campaign employed on-site direct ads to maximize reach and engagement.

An additional tactic, the “On-Site Direct” ad placement on the DG website, which is an owned and operated tactic, resulted in high engagement and a high click-through rate (CTR), significantly contributing to the campaign’s overall success. On-Site Direct placements are beneficial because they target the most engaged customers who visit the Dollar General website, ensuring the promoted products are seen by a highly relevant audience. This high engagement not only increased visibility of Frosted Flakes but also drove additional incremental sales, enhancing the campaign’s overall effectiveness.