Marketing plays a critical role in product launches and requires a deep understanding of the nuances of campaign deployment, as well as the ability to adjust a strategy based on consumer response, according to a panel of experts at Advertising Week. Kellogg's Gail Horwood took a deep dive into the successful launch of its Cheez-It Snap'd cracker, which relied on everything from Twitter data and social listening to memes, scavenger hunts and retail activations.
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Cheez-It is promoting its new snack Snap'd by hiding a bunker of the product somewhere in the US and inviting consumers to take part in a treasure hunt to find it. Clues will be posted on Twitter and a launch video introduces the campaign.
Kellogg has named Gail Horwood its first chief marketing officer for North America. Horwood joined Kellogg in 2017 and most recently served as senior vice president of integrated marketing.
Kellogg has reinvented its approach to marketing, shifting away from 30-second ads in favor of "three-dimensional consumer experiences," said Gail Horwood, senior vice president for integrated marketing. Recent activations include a pop-up cereal shop and food trucks that served Eggo and MorningStar breakfasts.
Kellogg's marketing team is working to integrate its offline data with its digital campaigns. "It requires a considerable amount of work to pull different data sets together and synthesize them in a way that is readable by our tools," says Gail Horwood, senior vice president of integrated marketing.
More than half of the leading 50 global advertisers have consulted Facebook and Google to hone marketing strategies and to master technology. "We all consider ourselves part of one team," says Gail Horwood, vice president of worldwide digital strategy at Johnson & Johnson, which works with both tech companies.