The Ask

Kellogg’s had a challenge – to launch LCM’s new brand purpose, “One of life’s little joys”, to parents and get them to add just one more box of LCMs to their monthly shop.

The Answer

For the first time, Kellogg’s chose an all-digital model, partnering with Nine for a seven-month campaign on the Nine Digital network. To create the association between joy and LCMs, Nine’s Creative Studios, in collaboration with the nine.com.au editorial team and Kellogg’s LCMs, created the JOY TV experience, a native content destination sitting within 9Pickle.

JOY TV was designed to bring a little joy into parents’ lives by showcasing the wonderful and unique way that children perceive the world. It featured a blend of highly sharable viral video content, LCMs advertorial and bespoke native video content created by Nine’s in-house video production agency, 9mm. Nine’s Creative Studios conceptualised two native video series to sit within JOY TV – “Kids’ Little Learnings”,  a web series that shows kids’ joyful, thoughtful and funny reactions to common grown-up concerns, and “Kids Talk News”, an online news panel show where kids lend their insightful and innocent comments to topical news stories.

To extend the reach of the campaign beyond 9Pickle we also created a series of 11 native content pieces that lived across the entire nine.com.au network, drawing on the themes of joyfulness and releasing your inner child.

The Outcome

The entire campaign was a massive success, delivering 21% more engagement than we predicted at the outset and resulting in a very happy client.

• 1.1m + page views
• 900,000 + unique visitors
• 1.8m + video streams
• 2,708 social interactions
• 0.15% click-through rate
• 3 times more pre-rolls watched than guaranteed