'Focus on long term learning' by Joseph Harper Kelloggs UK
Continuous and iterative content optimization year on year
It is a pretty common practice to optimize during a campaign - at least it should be. Kelloggs in the UK is taking this a step further, optimization between campaigns year on year. A longer-term testing plan to discover what really works based on KPIs and real-time data.
Sounds a bit like a no brainer. Yet in reality, as soon as the content assets are delivered to the media agency, most marketers wrap up and move on to the next campaign. Speaking from experience, even the evaluation afterward is quite superficial and scuffled away in a folder on the company drive. A missed opportunity to learn and improve your content efforts based on insights and data.
How to and what you need
How to use data and set up an iterative learning campaign after campaign. Create, test, measure, and repeat. Continue the learning cycle.
What you need:
- KPIs: what do you want to reach producing and distributing content. By preference, you align your KPIs with your business objectives. Content should always contribute to the business and you need to step away from vanity metrics such as followers and engagement.
- Testing plan: know what hypothesis, audience behavior, you want to test within and between campaigns.
- Threesome between brand - media buying - content creation. These three must work seamlessly together to get insights. Just shifting the procuration and assets list back and forward will not do the job.
- Real-time data: keep track of success.
- Content assets: a lot, and even a bit more. Variation is key. And use the social algorithm to your advantage and let it decide what content assets are best for your campaign KPI.
- Focus: make the testing and reporting a dedicated task to ensure it gets done.
'Focus on long term learning instead of short term ROI optimization'. Joseph Harper, E-commerce Marketing Manager - Western Europe at Kellogg Company, is a firm believer and shares his three tips for long-term testing of content assets.
It is bespoke. There is not wright of wrong.
Yes, you build a brand and imprint your message by repeating your message. Yet, 'most of the time the adds are 1:1 repeated without any variation, let alone testing. For me personally, as for many others, seeing the same ads over and over again, cause irritation. Make sure you have different variations and assets to test. Learn what works, and take from there.'
Channel shapes the content
By lack of budget or time, or maybe even knowledge, you see a lot of ads in the wrong format for the (social) channel. 'The most obvious example is an (edited) TVC shown in social. Allow the channel to shape your content, and not your content to shape the channel'. The social channel has a different heartbeat and asks for a different storyboard, adjusted script, and vertical or square.
Sounds like a no-brainer, in reality, more often than not the same assets are used for different (social) channels. To get the most out of your content production budget, media buying budget, you need to invest in content assets that actually work and do contribute to your objectives. The only way to discover what works is to test and adjust based on data.
No best practice
'There is no kind of best practice for content.' 'Look at your consumer and your brand what fits and whatnot.' Joseph continues 'It is bespoke. There is not wright of wrong. Just know your audience and use data for long term learning what works for your brand.'
'Things change continuously. Nobody knows what the future will look like. So stay true to what you believe in, who you are, and stay authentic.'
Read the interview with Joseph Harper by the Drum, including photocredits. Copy-paste 'Joseph Harper has developed and executed social and digital strategy, brand side, for the past six years. He spent almost three of these as Bet365’s social media editor, where projects included launching new digital channels and initiatives. At Kellogg's, he works on the digital transformation as social media manager for UK & Ireland across brands like Pringles, Crunchy Nut and Special K.'