Page 89 - Best Digital Marketing Campaigns in the World

80 The Best Digital Marketing Campaigns in the World

Action

When mums are in ‘mum-mode’, they’re receptive to simple ideas that allow
them to make the most of the time they spend with their children. Making
Rice Krispies treats is really the easiest thing in the world: most of the fun is
finding unique spins on the original recipe and decorating them in different
ways.

The Rice Krispies brand is all about helping mums find magic in everyday
moments with their kids. For example: listening to the sounds of Snap,
Crackle and Pop with their children when they pour milk on the cereal and
watching their wide-eyed wonder, or whipping up a batch of Rice Krispies
treats and watching their little chefs help to decorate them. The Spoonful
newsletter is designed to offer a regular, targeted reminder to mums that
there are simple ways to take time out and engage with kids to create endur-
ing memories, even if the world around us never stops spinning.

Results

The Rice Krispies ‘The Spoonful’ e-newsletter was one prong of the multidis-
ciplinary Childhood is Calling digital campaign. The agency and/or client organ-
ization has deemed the results data for this campaign to be proprietary and
confidential, and as such have declined to submit the information for inclusion
here.

Lessons

E-mail is the granddaddy of online marketing channels, and while it has faced
innumerable challenges in terms of relevance, the noise generated by spam
and the rise of usurpers to its throne in the shape of social media channels, it
still has incredible reach (ask yourself how many people you know with an
e-mail address, now compare it to the number you know with, for example, a
Facebook account). Used appropriately, e-mail is a tremendously effective