1. DIGITAL MARKETING
STRATEGY
Kellogg’s

2. Target Audience
 Women ages 25-50
 Educated beyond high school
 Typically have children
 Concerned about weight loss and healthy lifestyles

3. Key Performance Indicators
Overriding goal:
 Increase sales within the Special K line
Social media
  Facebook likes from 2.6 – 3 million
  Twitter followers from 11.3K – 11.8K
Website
  Traffic to the Special K section of Kellogg site

4. Big Idea
Theme of campaign:
 Healthy living
Example ad:
 An active woman
starting off her day by
eating a Special K
product

5. Tools & Tactics: Facebook & Twitter
• All of the posts on
Facebook and Twitter
would be focused around
the theme of the campaign
• Here consumers will find
tips for healthy living, as
well as information on
Special K products
• Responding to consumers
on these sites is crucial for
social media success

6. Tools & Tactics: Instagram
Here are some example pictures that would be posted on
Special K’s Instagram:
• All of these pictures are parallel to the
campaign
• They all communicate the importance
of healthy living, and that special K
products help you live a healthy life

7. Tools & Tactics: Internet Marketing
 Blogging
 Pay bloggers to write about Special K products
 These bloggers’ focus would be on dieting and healthy living
 Pay-Per-Click
 This would drive consumers to the Special K website
 SEO Research & Google Adwords
 This would ensure that Special K would come up first on
Google when anyone searches anything breakfast related

8. Mobile
 Mobile App
 This app would help to target weight loss
 Enter your weight and physical activity for the day, and the
app would tell you how many calories you burned

9. Budget
6 month campaign
 Total spending: 65,000 per month
 Search Engine Optimization: $5,000
 Google Adwords: $5,000
 Pay-Per-Click advertising: $25,000
 Social media: $15,000
 Blogging: $10,000
 Mobile app: $5,000

10. Summary
 By constructing a campaign focusing on healthy
living, Special K can increase sales
 An increase in sales will be the result of effective
internet marketing
 Social media
 Bloggers
 SEO Research
 PPC Advertising
 Google Adwords
 Mobile App