Kellogg’s

Supporting the new product launch of Nutri-Grain Bakery Delights Crumb Cakes

Campaign Goals

Kellogg’s was launching a new product, Nutri-Grain Bakery Delights Crumb Cakes, and they partnered with Shopkick to reach and engage consumers across their entire purchase journey to build awareness and drive trial and consideration.

Shopkick Solution

Shopkick first introduced the product and grew awareness through pre-trip content. This content both educated consumers about the new Bakery Delights Crumb Cakes and encouraged shoppers to seek out the product in-stores.

Shopkick then used small rewards to drive consumers to the Snack Bar aisle, integrating both digital content and physical product engagement at-shelf. By rewarding consumers for seeking out Nutri-Grain Bakery Delights Crumb Cakes, Shopkick increased trial and inspired incremental, unplanned purchase.

Results

The program built awareness among consumers previously unfamiliar with Bakery Delights Crumb Cakes. The program drove trial and converted competitive purchasers in-aisle, resulting in incremental sales, as 47% of purchasers had not purchased a Nutri-Grain product in the past year. 

35%

Purchase conversion rate

55%

Future purchase intent

5:1

ROI

Details

Goals

Support new product launch

Build awareness

Drive trial

Retailer Distribution

National

Products Used

Lookbook, Scan, Promo Unit, Receipt Validation

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Apu Battan

Head of User Growth

Apu Battan is the Head of User Growth at Shopkick.

Apu is first and foremost an analytics leader, with close to 15 years of experience in helping to make decisions through the objective lens of data. Apu has always been a strong advocate for Shopkick’s most valuable customer — the user. He is passionate about acquiring the right users for our business, delighting them with the best product experience, and growing them into loyal, high-value users in the long term. Prior to Shopkick, Apu served as an Analytics Leader at Intuit for close to six years, and at Netflix, Electronic Arts, and Microsoft before that. 

Apu holds a bachelor’s degree in mechanical engineering from Birla Institute of Technology and Science,  and a master’s degree in integrated manufacturing and systems engineering from North Carolina State University, Raleigh.