BATTLE CREEK, MI: Kellogg leveraged a relationship with social media agency Katalyst Media, cofounded by Ashton Kutcher, to develop a high-profile Web initiative benefiting hunger-relief charity Feeding America.
The effort is part of Kellogg's ongoing CSR effort with the organization, as well as the last part of a four-phase, donation-driven campaign that Kellogg launched in April to address a growing need for food product and funds across the US, explained Kris Charles, VP of global communications at Kellogg.
“In addition to incremental donations, we wanted to engage consumers,” said Charles. “It's about using the power of social media to really create buzz and awareness around the cause.”
To build buzz but still keep the complete details of the campaign underwraps pre-launch, Kutcher and wife Demi Moore Tweeted and posted on Facebook a request for consumers to submit video clips around scripted notes, including the line, “Are you hungry?”
The celebrity couple produced a three-minute video that launched Sunday, June 21, on the KelloggCares Facebook page. The video and site include content from the user-generated material, statistics from Feed America, and a call-to-action to become a fan of the Facebook page, donate time to a local food bank, and make a donation.
“Both Ashton Kutcher and Demi are very active on Twitter and Facebook, and we were fortunate enough to partner with them,” Charles added.
The team seeded the video across 24 Web sites, including YouTube, Break, Yahoo, and MSN. On Twitter, Kutcher tasked followers to watch the video and re-Tweet the link.
“We're having fantastic re-Tweeting action across the social web,” said Sarah Ross, head of digital media at Katalyst. “Ryan Seacrest re-Tweeted, and a lot of tech influencers are re-Tweeting it.”
Kellogg also worked with Ketchum on social media promotion and media relations, including outreach to entertainment, philanthropic news, and grocery chain outlets, as well as to blogs and consumer publications.
Neither organization would disclose budget figures.