How Native Content Helped Coco Pops Engage Consumers Beyond The Bowl

Coco Pops is a brand that everyone knows, it has an element of nostalgia and is loved by kids and kids at heart. Coco Pops wanted to capture the hearts and minds of new and lapsed households and saw native content as a great channel to cut through and resonate with consumers in a way that traditional channels couldn’t. 

We partnered with Coco Pops to focus on driving more occasions, or reasons to consume Coco Pops both in and out of the bowl and beyond just breakfast time. We did this by partnering with 2 publishers to highlight Coco Pops versatility as not just a cereal, but an ingredient.

Finding the right publishers

The careful selection of the right publishers enabled us to leverage the immense influence of Urban List, and popularity of Marion Grasby (Marion’s Kitchen) as the quintessential embodiment of everyday, relaxed Aussie grocery buyers, enhancing the content’s credibility and resonance. Maintaining their tone of voice, the campaign message of “Coco Pops Makes You Smile” was integrated in a way to make it feel natural and authentic.

3 delicious Coco Pops recipes to bring joy to your taste buds with Urban List

The Urban List content was an absolute hit with the target audience. The article shows the power of meeting audiences with the right message, through a trusted voice and in an environment where they’re already consuming content. The article dwell time sat at over 1 minute 29 seconds for the campaign, 50% above the publisher’s benchmarks. 

No Bake Coco Pops Cheesecake with Marion’s Kitchen

First of all, you can find the recipe here. It’s no wonder the content of this amazing creation clocked up over 1.5million views across social and digital channels Check it out below:

Getting the content formats right

In a time where social media serves as one of the primary sources of inspiration, the immersive nature of video formats was key to effectively engaging the target audience. It provided them a dynamic and enjoyable way to explore new ways to reimagine Coco Pops.

We engaged Marion’s Kitchen to create a premium video targeting realistic & relaxed grocery buyers with kids, and Urban List to create a national article and reel, aimed at Pre-Families that love a treat. With Marion’s focus on recipe content, and Urban List focused around the value you get from a box of Coco Pops, we were able to create another reason to buy Coco Pops and keep them in the cupboard. The content was created in a fun, playful way using the distinctive yellow of the Coco Pops brands to really highlight the food shots. 

Reaching the right audiences

The campaign’s success was driven by our unique audience-centric amplification approach. By leveraging and overlaying applicable second and third party data, we were able to precisely and effectively target key audience segments. Among our audience segments were Grocery Shoppers with Kids, Kellogg’s Enthusiasts and Sweets Enthusiasts. These audience groups exhibited the strongest propensity to click through to the article. Separately, in line with the campaign’s brief, the campaign was delivered nationwide, with 46% of the delivery in NSW, followed by VIC and QLD, each accounting for 21% of the total delivery.

The role of native content

Native content was chosen for this campaign due to its ability to deliver a message to audiences in a manner that traditional channels can’t. The format allows for a longer, more engaging message to consumers, highlighting how the product could be used in different ways, leading to a higher level of inspiration that shorter ad formats would allow. This means moving beyond just traditional campaign slogans or ad copy that focuses heavily on the product. 

Native content also builds trust and credibility through the use of advocacy. Aligning with carefully selected publishers that engage audiences around the relevant interests but also meet the target demographic meant Coco Pops didn’t have to rely on a large, mass media campaign but could reach highly engaged audiences that were most likely to have interest in the content and be influenced by the message. 

The role of Avid

The Avid platform made searching and selecting the right publishers easy, with the ability to search by categories, media products and audiences. The Avid team was able to provide the team with publisher recommendations and enough audience data to give them confidence through the planning process. Once the campaign was confirmed, the content workflows were seamlessly managed through the platform to reduce the back and forth workload and making content approvals easy. Having a centralised platform for workflows makes multi publisher campaigns more accessible for brands, because less resource is tied up with engaging each publisher. 

The campaign results

The campaign delivered a total of 146k article views, a whopping 1,293% more than the guaranteed article views for the campaign. The dwell time on the articles was significantly above benchmarks for both publishers. The video content also drove over 1.5 million views across all platforms.

Lauren Maddocks, Brand Manager for Kids & Fun Brands at Kellanova said: “A key focus for 2023 was showing consumers how they can enjoy their beloved Coco Pops outside of the breakfast bowl. Working with AVID to showcase delicious Coco Pops recipes allowed us to connect and resonate with consumers in ways we just aren’t able to with traditional campaigns. Landing the campaign’s key messages through trusted voices helped us to inspire with creations that highlight the versatility of Coco Pops. We were pleased that the campaign drove over 25,000 engagements with unprecedentedly high levels of positive sentiment. This proves how successful it can be to drive affinity when you meet people where they are already enjoying and consuming content.”

When we were first engaged by Kellanova, the brand and agency were looking to trial content and wanted a trusted partner to help them find its role in the media mix. After taking them through the role of native content and how it could be applied to each of their brands, this campaign was run to see how native content would perform. After seeing the results, it’s fair to say that native content when used properly can play a role for every brand!