Case study: Special K | Sector: FMCG | Format: Website
The migration from advertising to utility is a shift in thinking for marketers, but one consumers have been asking for. This health website from Special K is a good example of ways that even consumer packaged goods brands can market effectively online – the group that historically are among the hardest to build strong digital strategies for. The website is a dieting and healthy eating tool that helps consumers work through a weight control programme.
This is the Special K Challenges introduction page featuring a video welcome from nutritionist Rimi Obra-Ratwatte:
Theres more in depth introductions to individual challenges.
Sample meal guides are available to help start the Challenges.
The site also features video case studies such as Cat's: