Back to school was an emotional roller coaster for parents. It was a mix of both pride and worry. It marked the end of summer and the beginning of a new stage in their child’s life. At this time parents were looking for acts to send their kids back to school with as much love and support as possible. Post it notes populated with messages of support were two.

So our solve was simple: We’d combine the utility of a post-it note with RKT.

Our solution: Write on wrappers.

Leading up to back to school season, Kellogg’s used YouTube's Director Mix to introduce the concept of the “write on wrapper.” Director Mix enabled the creation of more than 110 custom six second ads -- each designed as a specific response to a particular video on YouTube. For instance, if parents were watching a video about DIY projects, the ad would relate to that topic. The campaign continued throughout the Back to School season with more emotional 6 second, 15 second, and 30 second YouTube spots to ensure we could capture hearts and minds. This combination of short and long form helped maximize our scale and reach throughout the campaign.

Marketing Results:

Director Mix Dynamic bumpers were TWICE as effective at driving the upper funnel Recall metrics as a generic bumper. And the more emotion campaign, by Google Brand Lift standards, scored best in class at driving consideration. Full campaign Brand Lift results below:

+47% lift in Ad Recall

+22% lift in Consideration

+62% lift in Brand Interest (Search Lift; users searching Google for related keywords after viewing the campaign)

Business Results:

The metric that matters… a 3.1% growth in sales despite significant headwinds.