How Pop-Tarts Bites Refines Messaging with Data-Driven Insights

Pop-Tarts Bites, the snack-sized sensation born from the iconic toaster pastry, has embarked on a journey to perfect the delicate balance between emotionally driven and functional messaging, leveraging the power of data-driven solutions. In 2018, this brand set out to collaborate with VidMob, a strategic partner, in an effort to uncover the most resonant ad content for three distinct consumer groups: existing buyers, lapsed consumers, and potential new customers, all at different stages of the marketing funnel.

Navigating the Marketing Landscape

In the ever-evolving world of consumer packaged goods (CPG), Pop-Tarts Bites, like many others, is refining its performance marketing strategy. The goal is to establish a clearer connection between online advertisements and consumer behavior. For established brands in the category, the focus shifts from building brand awareness to understanding and influencing buying behavior. Simultaneously, Pop-Tarts Bites is eyeing Gen Z as the next significant audience, utilizing technology to personalize engagement for this dynamic cohort.

Nicole Vinson, Vice President of Global Digital, Media, and Omni-Shopper Experience at Kellanova, the parent company formed after Kellogg's split, emphasizes the importance of balancing short and long-term investments. In her words, "It’s not all just about awareness and it’s not all about purchase. There is a middle ground in there.”

Hygienic Marketing Practices

The collaboration with VidMob wasn't a complete overhaul but rather a meticulous marketing hygiene effort. It aimed to ensure that best practices aligned with the ever-changing landscape of social media platforms. The insights gained from this pilot were intended to create an iterative feedback loop, potentially benefiting other products within the Kellanova portfolio, which includes popular brands such as Cheez-It, Eggo, Rice Krispies Treats, and Pringles.

Nicole Vinson underscores the importance of subjecting every campaign to a similar process. "It’s not that we’re trying to get to a paint-by-numbers … It’s to really understand what pieces of creative are working the hardest to drive that business outcome."

Subtle Tweaks, Significant Impact

The adjustments made to Pop-Tarts Bites’ ads during the VidMob pilot, running from April to June, were subtle yet impactful. Testing an emotional theme against a more functional one, the latter, emphasizing flavor and texture, outperformed in terms of ad recall, engagement rates, and in-view impressions. While specific results were not disclosed, the emphasis was on the effectiveness of data-driven marketing in removing subjectivity.

Nicole Vinson highlights the significance of data validation and how it contributes to the removal of subjectivity in decision-making. "The whole idea behind data-driven marketing is that you’re using the data to remove the subjectivity."

AI's Role in the Journey

Pop-Tarts Bites’ experiment aligns with Kellanova’s strategic focus on data, machine learning, and artificial intelligence. As the marketing landscape faces challenges like the deprecation of third-party cookies, AI and ML played a crucial role in isolating and assessing specific elements of the advertisements. This included Calls to Action (CTAs) to provide optimal treatments, according to Vinson.

“All of this is about [getting] to more personalized types of messaging so that we can better connect with our consumers so that they can feel unique," says Vinson. "This is where personalization comes into play. It’s not that we’re trying to get to one-to-one [marketing].”

Connecting with Gen Z

Recognizing Gen Z as a pivotal consumer group, Pop-Tarts Bites aims to tailor its messaging to meet the unique preferences of this notoriously discerning demographic. The VidMob pilot and subsequent refinements in messaging reflect the brand's commitment to understanding and engaging diverse audience cohorts.

Nicole Vinson concludes, “Gen Z is another audience group that we can’t ignore. We can’t talk to every group the same...You can drive mass reach but then you also need to blend that with personalization and really understanding your different audience cohorts.”

In a world where data-driven insights are becoming paramount, Pop-Tarts Bites showcases how a thoughtful, iterative approach can enhance marketing effectiveness, ensuring resonance with consumers across various touchpoints.