The Breakfast RevolutionA new day in Breakfast Mindsets!

Category Name: Messaging and Voice – e.g. SMS

Strategy

Kellogg’s Chocos is made with wholegrain, which provides the goodness of fiber, 11 essential vitamins, minerals and calcium for kids. However with multiple brands making mountainous claims about nutritional benefits & deploying significant media pressure; our story was unheard.

The situation analysis:

A child’s health is a mother’s scorecard! Breakfast is most important meal, as lack of healthy breakfast affects the kids at multiple levels:

She wants the breakfast to give her child enough energy to be active through the day. For her 2 things served the purpose: warm home cooked food or warm Milk Supplements like Complan, Bournvita.

Improper breakfast Inactive & Dull through the Day

Lack of concentration at school Poor performance

We needed to tell our nutrition story effectively to navigate clutter of claims by more established competitors

Served directly with ‘COLD Milk’; Chocos had to challenge current belief system to establish as a Nutritious Breakfast Alternative.

Execution

Nutri-Academy: Cultural change through Education!

“Education is the most powerful weapon which you can use to change the world.” - Nelson Mandela

To drive the change in cultural outlook towards Nutritious breakfast we instituted a course for Breakfast Education.

It involved orchestrating the content, processes and infrastructure to enable interaction with the right individual, with the right message via the right channel.

ss

We built 3 progressive modules to associate her current functional & emotional needs from breakfast to relevance of Wholegrain & Chocos.

Motherhood evolves through sharing of personal experiences. Elders, relatives, friends, share a slice of their memories to help a fellow mother.

Breakfast NeedsNutritionFull of energyFillingQuickTastyLight

Mother & KidFun interaction in morningBreakfast serving tricksGreat start to school day

BrandWhole-Grain benefitsInteresting Chocos serving tips

Functional-Understanding

Emotional-Expectations

Brand-Story

Course creationCrafting the ammunition for the change

Building on this insight, we carefully crafted our content as ‘Experience sharing’ by Brand ambassador Karishma kapoor.

It’s no secret that most SMS messages are considered Junk. The question is how do we maintain course consistency, without alienating potential customers? Key was to maintain usefulness, relevance, & giving her control to navigate through the course.

We evaluated the media options basis 5 filters: Knowledge sharing, Message-Personalization, Precision Targeting, Interactivity and ease of Accessibility.

Mobile! The most personal screen reaching to over 90% of mothers emerged as the vehicle for the Nutri-Academy.

TV, Print, Radio, Emailer, Mobile, Cinema, Letters

Knowledge Sharing

Emailers, Mobile, LettersPersonalization

Emailers, Mobile, LettersPrecision Targetting

Emailers, MobileInteractivity

MobileAccessibility

Vehicle identificationConstructing effective, efficient & NON INTRUSIVE delivery channel

We looked to SMS for simplicity, flexibility & driving reach to a larger base of mothers.

Creativity

To drive extensive wholegrain understanding we looked beyond campaigns & drew long-term engagement plan for Nutri-Academy.

The course was segmented in 2 stages: Introduction & Advanced

1. For Introduction we focused on higher frequency messaging & experience sharing2. For Advanced we encouraged 2-way dialogue through pop quizzes, polls.

Many Mothers wanted their friends to benefit from the Academy. We offered them a chance to refer their friends/ relatives.

A woman gets only afternoons to relax & give time for herself. SMSs were delivered at 11.30AM every day to ensure mothers were most receptive.

To avoid being intrusive we installed opt in mechanism for the service. All the mothers doing the course well & truly WANT to be a part of the program!

Frequency

Sheduling

Content

Introduction

5 messages per week for 6 weeks

Launch of the Course

Tips, Quizes

Advanced

2 messages per week for 1 month

Subsequent bursts (Ongoing)

Tips, Quizzes, Polls,Promos, Refferals

Course PlanningGradually improving relevance of Chocos in her daily life

Rather than fighting SOV game, we tried to conquer SOM (Share-Of-Minds). Instituting an attitude change towards Breakfast

Results

“As long as you are going to be thinking anyway, think big.”- Donald Trump

Drawing inspiration from Mr. Trump, we dreamt our course to change mothers’ outlook at Breakfast. In the

process we ended up creating the LARGEST ONGOING CULTURAL EDUCATION INITIATIVE in India

Over 20Mn invites sent for enrolment.

Total of 223,8873 messages shared with enrolled mothers till now

50 Messages of unique & eclectic course-content shared till now. Over 63,000 mothers enrolled for the course & over 58,500 are still with us.

Retention rate of whooping 92.9% over a period of 5 months!

400 more joined the program through reference of current members

We have seen over 1000 mothers engage with us through more than 1200 questions, replies

Scale with personalization: Solitary window with over 60,000 mothers over a period of 5 months for 50 different messages.

Message Retention & Multiplication: Longer message life & extra audience through forwarding.