The challenge for Special K was to move from quick-fix diet brand to weight management partner and source of positive inspiration. Rather than a traditional weight loss communication, the objective was to make an emotional connection with real women during a real body moment. Over thirty percent of weight managers refuse to go up a size to find jeans that fit, therefore women were asked to rethink their jeans at a unique boutique. Special K reframed the way she thinks by shifting her focus from a number on a tag to the much more inspiring way she wants to feel.

Seeking a new strategy, the media agency approached the OOH marketplace differently. A unique denim experience was created where women were asked to rethink their jeans. A premium destination was chosen and all references to size and numbers were removed from the shopping experience. The media agency worked closely with us to ensure the essential elements were included for a meaningful experience: “size-less” jeans, unique tape measures and alluring décor. To bring scale to this important message, social posts and the inspiring video were strategically distributed to drive conversations and give mass scale across traditional and digital buys.

Nielsen IAG results prove this integrated program performed in the top three among competitive ads in the marketplace during the September timeframe.

During this timeframe, net purchase intent for Special K was 37.5% higher than the cereal category norm. The social post was the highest performing in Special K history, and the halo effect from More Than a Number significantly lifted the performance of related Special K communications.