Special K

The Protein Effect

DirecT and Dish Branded Channel Destination and Mobile Recipe Generator

REACH

34 MM HH

ROLE

Sr. UX/UI Designer

THE GOAL

Educate mass audiences on how the “winning combination of protein and fiber helps you satisfy hunger longer” and arm them with the “willpower to outsmart hunger and lay the smack down on temptation”

THE IDEA

Engage, empower, and educate audiences with interactive infographics, a custom whack-a-mole style ‘Craving Smash’ game, easy-to-make protein-filled recipes, and product galleries

To further drive product usage, enable audiences to text in for mobile recipes

THE RESPONSE

Channel interaction led to lifts in brand advocacy, affinity, message retention, and purchase intent

After the launch of the campaign in 2012, Special K’s Protein cereal line was the fastest-growing variety within the portfolio that year

Credits

Partnering Creative Agency: Razorfish