Kellogg's

Special K Alexa Skill

SUMMARY

CREATING A SUSTAINABLE CONTENT PLATFORM

Disconnection

Health conscious customers were finding nutritional information hard to digest. The sheer volume was overwhelming, it was often contradictory and sources were untrusted. At the same time, traditional advertising was becoming less relevant for millennial audiences.  So Special K needed a new way to talk to people about their healthy living choices.

Connection

Voice is the perfect way to reach people when they’re busy making breakfast. So we partnered with Amazon to create an easily accessible, connected voice experience.

Listeners simply had to say: “Alexa, start my day with Special K” and they’d be served with a simple and easy to digest nutritional tips, tricks or myth-busters.

By making each Skill relevant to contextual events, trends or days of the week - the Skills were made even more engaging. Making healthy eaters keen to come back for an extra serving the next day.

Growth

Specials K’s nutritional voice service delivered exceptionally healthy results:

·      Awarded 5 Stars and made ‘Staff Pick’ by Amazon’s voice experts

·      300,000+ engagements per month

·      10,000+ regular UK users

·      100% sustainable content with refreshed Skills being added all the time

·      A connected service experience that nudges long-lasting behavioural change

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