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

Kellogg’s Special K - Customer Case Study

Kellogg’s Special K, one of Kellogg’s biggest global brands, wanted to refresh its image beyond its historical “diet” positioning while still highlighting the product’s nutritional benefits and healthy appeal. To support this shift, the brand partnered with Takumi, using influencer-led social activation and content creation as part of an omnichannel campaign.

Takumi activated 140 content creators and influencers across fashion, art, beauty, travel, food, sports, fitness, and parenting, each showcasing how Special K powered their day. The campaign delivered 171 pieces of content, reached more than 4.7 million users, and achieved an average engagement rate of 2.6%; repurposed content on Kellogg’s own channels reached engagement as high as 10%, compared with the brand’s usual 1% benchmark.

Kellogg’s Special K