2.4 MILLION IMPRESSIONS WITH DIGITAL ACTIVATION FOR THE EURO CHAMPIONSHIPS: PRINGLES® LIMITED EDITION WINS OVER SNACK LOVERS
01 October 2024
Pringles is a globally recognized snack brand known for its evenly shaped chips and iconic tube packaging. Today, Pringles is part of Kellogg’s and is sold in many countries around the world.
RESULTS THAT SPEAK FOR THEMSELVES
5.87 %
Interaction rate
2.4 M
advertising contacts
GOAL
Increase brand awareness of Pringles® by making optimal use of consumer occasions
Eye-catching placement and promotion of the limited-edition ‘Passport Flavour’ during the 2024 European Football Championship.
Exclusive product availability at participating retailers toboost Pringles® sales in participating markets.
Effective cross-channel communication for high target group reach and interaction.
Drive-to-store approach and focused promotion of the various flavours.
STRATEGY
The campaign uses a variety of digital channels and formats throughout the customer journey, including static and moving content
A two-phase approach Phase 1 focuses on raising awareness, particularly by generating a high number of impressions across all channels to maximise the visibility of the Pringles® brand throughout the customer journey. Phase 2 focuses on activating the target group by retargeting those who have already interacted with the advertising material to activate them in a targeted manner.
Brands and push notifications in the Shopper Network to reach shoppers in a pre-purchase environment.
Meta Feed & Story Ads to increase both reach and interactions.
Programmatic Display with video and map integration for targeted advertising and an increased drive-to-store effect.
YouTube video for high reach and engagement through moving image content.
Pinterest video to share visually appealing content and encourage engagement among a target group that is particularly interested in shopping.
TikTok video to reach a younger target group with creative and appealing brand content.
Daily monitoring of campaigns, targeting adjustments, and budget shifts based on the real-time performance of individual channels
RESULTS
High brand reach and strong target group segmentation through a successful channel mix
2.4 million advertising contactsthanks to targeted advertising with a particularly high reach, Pringles® achieved a high level of brand awareness.
Interaction rate of 5.87% (industry benchmark of 5%) thanks to precise channel selection that strongly penetrated the target group.
Successful channel mix by combining static and moving formats resulted in comprehensive target group coverage and made optimal use of the synergies between the various channels.
Precise targeting of target groups: The 25-44 and 55+ age groups were targeted particularly successfully.
“The activation campaign for the European Championship with our limited edition was a complete success, as the target group was effectively addressed via various digital channels and formats, and a high advertising penetration and interaction rate was achieved. Shopfully’s professional advice and outstanding media expertise won us over. Relying on the market leader in drive-to-store marketing for such an important campaign was the best decision, and we look forward to continuing our successful collaboration to further strengthen the digital presence of Pringles®.” Till Prause, Digital Activation Manager DACH, Kellanova
“Working with Kellanova on the Pringles® Limited Edition for the European Championship was a true highlight. Through close collaboration and a clear strategy, we delivered a highly effective, data-driven campaign that maximized brand visibility across key touchpoints.” Julia Sontag, Senior Key Account Manager & Strategic Brand Business Consultant Germany, Shopfully
