The Kellogg Company is committed to fighting hunger in communities across the country and around the world. But, simply doing good isn’t enough. Truly break though campaigns must provide a way for consumers to join the cause. So, in 2018, Kellogg launched an online food drive with Amazon that raised awareness of food security issues and activated their audiences to pitch in and help! Learn more in this interactive case study about how cause marketing not only drives the feels, but drives the sales too. Watch the presentation here: https://www.youtube.com/watch?v=1EqqSyiZAaA Find out more about upcoming events at www.digitalmegaphone.com

2. Leading with Purpose for more than 110 years
Deploy for Growth Business Strategy

3. Leading with Purpose for more than 110 years

4. Our Objective: Make Food Drives More Accessible

5. The Idea

6. Getting the Most-Needed Foods to People in Need

7. The Approach: Simplify ‘Path to Donation’
Shopper is driven to
separate website in
order to continue the
donation process
Shopper is able to
make a donation
Shopper needs to
enter payment
information and
create an account
Shoppers becomes
aware of the Kellogg &
Feeding America
initiative

8. Online Food Drive Promotion Video

9. Amazon Web Page Tailored to Kellogg Program

10. Creating Excitement with Earned Media
• News coverage delivered 350 Million earned media
impressions
• Program featured on a billboard in NYC’s Times Square

11. Supporting with Paid and Organic Digital
Social media/digital amplification
resulted in 26 million impressions
And 59,000 engagements

12. The Result: World Food Day Performance
Reached 10 million
unique customers
Delivered 23
million ad
impressions
75% Video
Completion Rate
58% of donations
were from Raisin
Bran, Special K &
Breakfast Variety
Packs
World Food Day
became Kellogg’s
2nd biggest sales
event on Amazon

13. Community Impact
30,000 servings of
food donated!

14. Partner Feedback
“The benefit of this type of food drive is the visibility across different donors
that we wouldn’t normally have. To partner with organizations such as
Kellogg’s and Amazon, we really can’t beat that type of relationship.”
- Director of Procurement, Houston Food Bank
“The items we are receiving are what our partners need most to distribute to
those who are food insecure in our area. This online drive enables us to reach
people who may not already know about their local food bank and provides an
easy way for the busy consumer to donate, which makes this program really
effective.”
- Executive Director, Food Bank of South Central Michigan

15. Thank You