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.