THE CHALLENGE
In a market already flooded with cereal options, Kellogg’s wanted to target teenagers with a brand new variant, Kellogg’s ChocosFills. Essentially, pillow-shaped cereals filled with chocolaty goodness. Given the TGs proximity with the medium, it was to be a digital-first launch. This was both an opportunity and a challenge, given how crowded the digital space has become in the last several years.
THE APPROACH
Campaigns for cereals and HFDs are usually built around certain buzzwords: health, nutrition, lifestyle, achievements, etc.
We wanted to steer clear of all that. Given that we’d be operating in the social space, and talking to teenagers, we wanted the campaign to be smart, tongue-in-cheek, irreverent, and still communicate the highlight of the product: that it was ‘chocolaty-filled’!
To achieve that, we decided to turn our chocolaty-crazy mascot into a CHOCOROBBER! One whose life’s mission was to steal all things chocolaty – from everywhere!
We called our campaign
'The Great Indian Chocolaty Robbery'
'The Great Indian Chocolaty Robbery'
The campaign kicked off 7 days prior to the product launch – employing the ‘Faking News’ format. The headlines screamed, ‘Chocolaty treats go missing – across the nation!’
We even launched a full-scale investigation of the Chocolaty Robberies on our Facebook page – complete with
eye-witness accounts and a list of evidence collected from the crime scene.
eye-witness accounts and a list of evidence collected from the crime scene.
Post copy:
The spate of chocolaty robberies has thrown up some disturbing questions. And the authorities are absolutely mum. Wait, hold on a second! Looks like we finally have some eye witness accounts.
The spate of chocolaty robberies has thrown up some disturbing questions. And the authorities are absolutely mum. Wait, hold on a second! Looks like we finally have some eye witness accounts.
Post copy:
The Special Investigations Team unearthed yet another piece of evidence related to the ongoing ChocoRobbery case that’s grabbing the headlines. This time from a Mumbai suburb. The report from the Forensics lab is awaited. Keep watching this space.
The Special Investigations Team unearthed yet another piece of evidence related to the ongoing ChocoRobbery case that’s grabbing the headlines. This time from a Mumbai suburb. The report from the Forensics lab is awaited. Keep watching this space.
Post copy:
OK, so looks like we just made the record books. For the maximum number of FIRs filed in a single day. And guess what? They are all related to the ChocoRobbery case. Looks like they’re getting all famous. Or is it infamous?
OK, so looks like we just made the record books. For the maximum number of FIRs filed in a single day. And guess what? They are all related to the ChocoRobbery case. Looks like they’re getting all famous. Or is it infamous?
We even released a police sketch of the suspect...
Post copy:
The cops, thanks to eye witness accounts, have finally pieced together a sketch of the suspected ChocoRobber.
Take a close look. And let the mugshot travel on your networks.
The cops, thanks to eye witness accounts, have finally pieced together a sketch of the suspected ChocoRobber.
Take a close look. And let the mugshot travel on your networks.
And on launch day—thanks to a video leaked from the maximum-security prison where the ChocoRobber was being held—fans finally laid eyes on the dreaded ChocoRobber!
Post copy:
Acting on an anonymous tip, the authorities earlier today apprehended one of the dreaded ChocoRobbers. He's currently being held in a maximum security prison facility. Will this end the spate of ChocoRobberies that have rocked our nation? If we are to go by the video that was leaked by somebody within the facility, that looks highly unlikely. In fact, the prisoner delivered a chilling warning. Take a look!
Acting on an anonymous tip, the authorities earlier today apprehended one of the dreaded ChocoRobbers. He's currently being held in a maximum security prison facility. Will this end the spate of ChocoRobberies that have rocked our nation? If we are to go by the video that was leaked by somebody within the facility, that looks highly unlikely. In fact, the prisoner delivered a chilling warning. Take a look!
THE RESULTS
New fans gained on Facebook: 20,000+
Total impressions: 500 million
Total views: 20 million
No. of likes/shares: 3.5 lakhs
But our biggest win was in the way the sales of ChocosFills skyrocketed, following the launch campaign – overachieving the Q1 target by three times!