Facing a 145% price premium over competitors, Kellanova moved beyond traditional demographic targeting to reignite sales of Special K. Using LiveRamp’s data clean room, Kellanova unified postcode-level Circana data with 20 million addressable Experian records to analyse household composition, purchase behaviour, and competitor shopping patterns. This enabled precision segmentation and targeting, allowing Kellanova to encourage loyal customers to buy one more time for growth, and influence price-conscious buyers to buy the product at full price.
Tailored creative across Meta and YouTube drove a 9% sales lift from price-conscious shoppers who hadn’t purchased within one year, a 36% sales surge from loyalists buying more of the brand than usual at a premium price, and tripled consideration rates compared to industry benchmarks.
In this video, Oliver Klander, Commercial Director, MEA, from LiveRamp, and Louise Cotterill, Global Senior Director, Insights & Intelligence at Kellanova, discuss how using LiveRamp’s data clean rooms was integral to transforming their marketing strategy and unlocking new growth opportunities.
Watch the video to learn:
To learn more, please read Marketing Dive’s interview with Louise Cotterill, Global Senior Director of Insights and Intelligence, Kellanova. Alternatively, you can read the full Kellanova customer story.
