Kellogg’s boosts sales by 187% with a BVOD campaign powered by retail data

Driving incremental reach and sales in a highly competitive industry

• Expanding channel mix to BVOD and layering on retail data through The Trade Desk’s partnership with Unpacked by Flybuys
• Analyzing the “halo effect” of advertising one brand on the purchase of other brands in a company’s portfolio

Reach an incremental audience on BVOD to drive sales

In Australia, where countless families start their day with a bowl of one of its popular breakfast cereals, Kellogg’s is a household name. But given the decline of the breakfast-cereals market due to increased competition from other foods like muesli and smoothies, Kellogg’s needed to keep its brands top of mind for consumers.

Historically, Kellogg’s had relied heavily on traditional television advertising, but it recently added BVOD to its channel mix to help increase its incremental audience, particularly among the next generation of breakfast-cereal buyers. To evaluate the success of this approach, the company wanted to measure the campaigns’ impact on sales. It was also interested in determining whether its campaigns had a “halo effect” – in other words, whether it could influence consumers who were targeted by one brand’s ads to buy other Kellogg’s brands.

Using retail data for audience targeting and measurement

Kellogg’s and its agency, Zenith, used our platform, through PMX Lift, to deliver ads for its Nutri-Grain breakfast cereal programmatically, tapping into our extensive selection of premium BVOD inventory.

Using our platform allowed Kellogg’s to take advantage of our retail data partnership with Unpacked by Flybuys, the data arm of Australia’s popular loyalty programme. By activating this partnership, Kellogg’s could utilise Flybuys’ high-value audience segments – such as low-sugar brand buyers, cereal buyers, and health food buyers – to reach the right consumers on BVOD. This enabled the company to target new potential customers, and made it the first company in Australia to connect its BVOD ads to sales at Flybuys’ partners, which is typically not possible with traditional buys.

The campaign delivered a 156% increase in conversions across the Nutri-Grain brand, with 92% of these coming from Nutri-Grain variants rather than the standard cereal product featured in the ad, emphasising the value of cross-product sales. Kellogg’s Australia also saw a 187% sales uplift across its Nutri-Grain, Coco Pops, and Bright Start brands, further demonstrating that one brand’s ads can help influence the sales of others.

Discover how retail data can help you reach high-value audiences and measure the impact on sales. Contact us or speak with your account manager at The Trade Desk today.