Case Study: Kellogg’s refreshes Special K’s image and boosts engagement with Takumi

Kellogg's boosts Special K engagement to 10% with Takumi

Kellogg's sought to refresh the image of its Special K brand, which had historically been positioned as a diet product. The challenge was to modernize its communication to align with changing attitudes around nutrition and body image while still conveying the product's health benefits. They partnered with the influencer marketing vendor Takumi for a social activation and content creation campaign.

Takumi activated 140 content creators to generate authentic posts showing how Special K powered their daily lives. The campaign reached over 4.7 million users and achieved an average engagement rate of 2.6%, significantly higher than the brand's own channels. Furthermore, Takumi provided Kellogg's with a suite of high-quality assets for repurposing, which saw engagement rates soar to as high as 10%. The vendor also managed the entire end-to-end process, from sourcing influencers to product delivery.

Kellogg's