Rice Krispies, Special K, Corn Flakes, these are just a few iconic brands from Kellogg’s. I know for over 40 years I have enjoyed a bowl or two for breakfast. Established over 100 years ago, Kellogg’s is a household name in 180 countries around the world today. The company continuously delivers high-quality breakfast foods and attracts consumers through some of the best advertising and marketing campaigns in the consumer goods industry. During the summer of 2013 Kellogg’s wanted to run a 3 month, UK-specific social media campaign for their breakfast cereal Krave. The one difference from previous activities is they wanted to bring this campaign in-house. When bringing a campaign in-house Kellogg’s needed to make sure they had a way to track their KPI’s, and carefully align the social media metrics they were using to their organizational goals in a way that would contribute to the goals’ achievement.
Are people really honest? One company decided to find out and in the process they managed to create one of the best social media campaigns in 2015. Honest Tea, has prided themselves to be transparent in all their endeavors, and are now inspiring a nation to do the same. Challenging American’s to prove they are honest people, and in the process managing to conquering their own brand awareness like never before. The Social Experiment Since 2010, Honest Tea has conducted a social experiment where they set up unmanned racks of Honest Tea offered for $1 each on an honor system. Monitored by hidden cameras and employees who tracked the percentage of people who paid by city. It started with 6 major cities across the U.S. to determine how honest people are when they think no one is watching. And has expanded across the nation ever since proving each year that over 90% of Americans are honest and continue to be. Please take a peak at the Teaser video below for more on the Honest Tea’s Campaign To see which states were the most honest and other interesting results, quench your curiosity by clicking on the National Honesty Index So why did they conduct this experiment? Seth Goldman is president and TeaEO of Honest Tea explains: “Beyond the fact that we seek to have honest and direct relationships with our ingredients, suppliers, and consumers, it’s a fun way for people to interact with our brand. We do lots of sampling over the summer, but our Honest pop-up stores offer an opportunity for people to be part of our company rather than just passive drinkers. It turns out that it’s also a nice way to help people think differently about our society and each other.” Each year Honest Tea matched the contributions from these pop-up stores and donates them all to a specific charity in order to help people help themselves and increase sustainability in the world.
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