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To effectively engage UK parents and spread the message about Kellogg’s new 30% less sugar Coco Pops recipe, we tapped into the organic reach of our on-brand influencers and combined this with a paid strategy implemented by our in-house specialists.

Our chosen brand-safe influencers to front the campaign were Peter Andre, Stacey Solomon and mummy bloggers such as Tigerlilly Quinn. The influencers created unboxing creative content heroing the new reduced sugar Coco Pops, and celebrating the Coco Pops feeling.

Instagram stories proved highly effective in generating high numbers of organic views, with Peter Andre’s story activation achieving over 500K views alone. Our macro-influencers saw higher retention rates, while micro-influencers were able to achieve exceptionally high engagement rates among their tight-knit communities.

Data from Kellogg’s shows a knock-on effect for sales too, with a 4.3% increase in buyers, and spend on Coco Pops increasing by 1.7%.