SpeaK, an exclusive online community to help deliver on women’s rational and emotional needs, was created as a place to talk to Special K and each other. To address this, SpeaK features a bi-weekly blog from the brand manager to facilitate communication with members. In addition, we created conversation boards to share tips and feedback through member surveys and a kit with information and signs were also there to assist women throughout the house.

85% said it helped manage their weight. 90% of members told others with 49% telling 5 or more people. On average, each member visited the site 3.7 times over the 8 weeks and spent 9 minutes per visit. Excited to expand the program, Kellogg’s has extended it into 2006.