Here’s how we helped Eggo® reinvent its digital experience for consumers.
Read How
We partnered with Eggo® to create a playbook for how Kellogg’s® brands can get the most out of their owned assets.
Challenge
In the highly competitive CPG Frozen Breakfast space, category leader Eggo Waffles has historically ended consumer journeys post asset-activation leaving missed opportunities and media-buy dead ends. Meanwhile, challenger brands are making the space increasingly more competitive by using the digital landscape to squeeze every drop out of consumer engagement.
As they prepared to roll-out the first tagline/messaging update in 58 years, Eggo Waffles enlisted Intersect Digital to ensure the website and all owned assets kept Eggo-loving consumers engaged.
First, how do we extend the value of the millions of paid media impressions that Eggo has purchased to win against digital first, challenger brands?
Secondly, how do we leverage and optimize this engagement opportunity into conversion to beat challenger brands at their own game as an augmentation to the media buy?
Solution
The heart of our mission was to guide Eggo consumers across a 12-month, multi-channel L'Eggo With Eggo® media campaign and safely land them on the right, customized web page. In order to squeeze every drop out of consumer engagement we created and implemented a Digital Conversion Strategy that used existing campaign assets to increase conversion rates, grow consumer engagement, and extend channel consumer journeys.
Site engagement data showed us what we already understood. It's downright disappointing to click on an ad for a product you love, only to be let down by the click though. There is something so simple and satisfying for consumers to click an ad and know they’ve landed in the right place. It just makes sense.
Here’s how we helped Eggo amplify consumer engagement, drive online purchases and increase first-party data. Regardless of media channel or where they are in the sales cycle, consumers who click on a brand asset want more content from that brand.
We implemented these digital strategies on the Eggo website and designed them in a way that could be measured and improved in real time.
Measurable Consumer Journeys
Intersect grew consumer engagement and generated first-party data.
Full-Funnel, Contextual, Branded Content
Intersect identified evergreen content growth opportunities and increased website content by 15%.
Measurement & Optimization Plan
Intersect quantified consumer behavioral preference across channels. We tested and improved site conversion rates, in real time. We measured and optimized within days.
Results:
Transforming Eggo Waffles’ owned assets thinking from a 'one size fits all' into a data-driven, consumer-led, full-funnel, Digital Conversion Strategy has helped lift its website and evergreen content engagement to an all-time high, while seamlessly integrating with inter-agency team planning and strategy.
Test. Measure. Improve. Always creating the most convertible content possible.
Organic Traffic
+4x Increased time on site
+5x Increased number of pages per visit
Display Traffic
+13x Increased time on site
+5x Increased number of pages per visit
Contextual Content Traffic
-66% Decreased Bounce Rate
+252% Increased time on site
Our Role
Project management
Creative
Copywriting
Consumer journey orchestration
Consumer insight generation built into 30+ brand websites
Find out how we can put solutions like these to work for you.