Here’s how we helped Kellogg's build and leverage a mobile-first web platform for 30+ of the world's best loved brands.
Read How
We partnered with Kellogg's to build and maintain a mobile-first web platform for more than 30 brands to give consumers engaging digital experiences from the brands they love.
Challenge
As people become more digitally savvy, the consumer journeys for global CPG brands now include multiple visits to owned assets like brand websites. Brand websites are no longer an 'afterthought' for media planners everywhere but a hub of digital brand engagement. Kellogg's enlisted Intersect to work with existing agencies to create and maintain a mobile-first web platform to be the foundation for 30+ best-in-class brand websites.
Solution
Intersect's strategy was to build a platform robust enough to track and optimize future campaigns and improve brand KPIs and conversion.
Ultimately, it's about elevating consumers’ online experience by building a UX that delivers the right contextualized, evergreen content that site visitors are searching for, and guiding them towards retail and online purchases.
To get there we planned around 3 pillars:
Improve User Experience
UX, Design & Build
Update / Redesign
Version upgrades, KSTL implementation, Analytics tagging, AMP Google accelerated page(s)
SEO
Easier Maintenance & Updates
New processes & partners for faster, cheaper updates
Create content processes & calendar
Governance & process flows to stage-gate
Real time optimization
Measure & Grow ROI
Establish KPIs & target business benchmarks
React to 1st party data
Continually measure/optimize purchase metrics
Create engagement metrics & conversion points
Always-on SEO partner
Ongoing usability reviews
Kellogg's needed an accomplished partner with experience working with existing agency teams who would lead the organization through this transition. Intersect applied the successes and crucial lessons learned from years of building digital platforms. We are an established Inter-Agency-Team partner who has built relationships with 30+ brand teams as well as IT, corporate and legal departments through the platform build process.
Results:
The all-new platform we designed has helped lift Kellogg's digital brands to even greater heights.
Our Role
- UX
- Project management
- Creative, Copywriting
- HTML development
- Consumer journey orchestration
- Consumer insight generation built into 30+ brand websites
Find out how we can put solutions like these to work for you.