Kellogg's Pinterest marketing strategy analysis

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I am a firm believer that very few companies grasp the power of Pinterest Marketing and understand how to compete for attention (and traffic) on the visual search engine. This is the first of many Pinterest marketing strategies analysis I will perform and post. Let’s learn from the ones that do and find out what we could do on other cases.

Kellogg’s Pinterest marketing strategy introduction

Kellogg’s Pinterest marketing strategy analysis for the Online Hispanic Market: Pinterest insights

Last month Kellogg’s launched Dias Grandiosos, a campaign targeting the online Spanish-dominant Hispanic women in the U.S. Dias Grandiosos is a new digital hub that provides a community for Hispanic families to share cultural experiences.

This strategy is a must for Kellogg’s, because one out of three children born in the U.S. this year are Hispanic AND 80 percent of Latinas use the internet to inform their purchases and to look for additional resources to help in their decision-making process.

“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” says Christopher Rivera, Associate Director, Multicultural Brand Marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.” (source: Portada)

And because they happened to select Pinterest as one of their two main social media platforms – the other one being Facebook-, and because you know Pinterest is one of my fields of expertise, I decided to perform an analysis to find out how they were faring.

How To Successfully Market To Latinos on Pinterest

While their Facebook page results are indisputable – they have over 96,000 fans (as of April 28, 2014) and they truly know how to engage their audience and generate conversation via questions, trivia and some delicious recipes-, Kellogg’s Pinterest marketing strategy efforts do not live up to the expectations I have of this great brand.

Food is a very viral category on Pinterest and, if properly leveraged and implemented, it will definitely account for an extremely successful Pinterest marketing strategy.

Kellogg’s Pinterest marketing strategy analysis

After searching for a while, I discovered three Kellogg’s Pinterest accounts. Maybe there are more but I could not find them. Only one of them is in Spanish and the other two belong to Froot Loops and to Snap! Crackle! and Pop! well, ahem! to Rice Krispies. 🙂

Kellogg’s Pinterest marketing strategy analysis by Havi Goffan

There is one thing that I truly like about these Pinterest accounts. They share their fans’s submissions, be it recipes or photos, on their boards. Chapeau! Many brands are either afraid or may not consider their fans ideas as good ones. If it was me, I would take it a step further and create a Group Board on each Pinterest account where they let people Pin their own photos and recipes and who knows? Maybe I will video my Rice Krispies on orange juice and show them that they also Snap, Crackle and Pop! (Don’t knock it until you’ve tried it) 😉

Another great move are the links back to their sites and the Recipe Rich Pins for their Rice Krispies and Froot Loops brands. Although many of the Pins still point to Tumbl.r or have been uploaded directly onto the platform.

I will not bore you will all the data I analyzed but these are a few that stood out.

The Rice Krispies board pins an average of 3 new daily pins while Días Grandiosos only pins 1.5 a day. And the results tell the rest of the story.
The Froot Loops boards gain and average of 235 pinners per month, a pretty low number for being a world-known brand, Dias Grandiosos gained 268 followers on their first month.
Froot Loops and Rice Krispies created their first board about a year ago and Dias Grandiosos about a month ago.
It is evident that out of the three Pinterest accounts, Dias Grandiosos has the most Kellogg’s love and attention but that is not enough.

Kellogg’s Pinterest marketing strategy Suggestions

Their Dias Grandiosos boards could easily reach this coveted audience if they would:

Verify the Dias Grandiosos site. Apply for Rich Pins and go crazy pinning the recipes!
Increase the pinning activity and create images just for Pinterest.
Add a community board that parallels their online Dias Grandiosos community for Latinas to Pin Kellogg’s products related images.
Leverage your Pinterest brand. Dias Grandiosos has great product ideas, e.g. things to do with Poptarts. After all, that’s what you may wander what to do with besides placing them in the toaster. If you discover them on Pinterest, they may go viral.
Be mindful of the translations when naming your boards. Recetas para fiestas is a direct translation of Party Recipes but it is not how Latinas search for it in Spanish. Google Adwords reports only 90 monthly searches for this term while Comida para Fiestas has 720. I would choose the latter, wouldn’t you?

These are just some of my suggestions. Their fan base would quickly grow as would referral traffic to their websites. Of course, I would also recommend having a Hispanic Market Pinterest specialist on staff or to consult with. They always come in handy.

After all, General Mills and Kraft are already planning on paying to advertise on Pinterest. It’s time to move, Kellogg’s!

Kellogg’s has been a part of the American culture for over a century. In 1898, Will Kellogg created Corn Flakes after a failed attempt to make granola. But it has also been a part of people in Latin America. I still remember eating my Zucaritas (Frosted Flakes) and Choco-Krispis (Coco Krispies) although Banana Frosted Flakes were my favorite. And my nephews are always on the lookout for the new Pringles flavors. Hope to see Kellogg’s transferring these outstanding to their Pinterest boards very soon.

What are your thoughts on this Pinterest Marketing Strategy? What would you do different?

A Snap Crackle and Pop Pinterest Board

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How to Market to Latinos on Pinterest. Step 2: Understanding User's Intent. A guide to successfully market to Latinos on Pinterest. Don't miss out!

And now, for your advertising entertainment, I have selected a few Kellogg’s vintage ads.

Celebrity endorsers advertising Tony the Tiger and Groucho Marx

Kelloggs All Bran Vintage advertisement

Bull and Bullfighter – Kellogg’s Variety Pack, 1958

Kream Krunch cereal Kelloggs – I would have loved tasting this cereal!!

Kelloggs sugar smakcs and Star Trek – Mr. Spock was my childhood hero!

Until you make the unconscious conscious, it will direct your life and you will call it fate — Carl Jung

Lee Vann says:

06/04/2014 at 19:39

Hi Havi-

Thanks for your write up of the Días Grandiosos program and for the suggestions.

-The Kellogg’s and Captura Group Teams

Havi Goffan says:
10/20/2014 at 15:34

Hi Lee!!
It is an honor to have you comment on my article. Love the community aspect of it and congratulations for the awards!!
Havi

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