While it\u2019s \u201creally in the DNA of the Special K brand to represent women effectively and consistently and accurately,\u201d there\u2019s a direct impact on the brand\u2019s sales as well, according to Special K Marketing Director Christie Crouch. \u201cWhen we represent women and families equitably, it\u2019s just more relatable to more people,\u201d Crouch says in this interview with Beet.TV.<\/p>\n

In 2017, Kellogg became involved with the #SeeHer<\/a> initiative of the Association of National Advertisers, starting with its Special K brand. The ANA launched #SeeHer in the summer of 2016 to encourage a more accurate portrayal of all girls and women in media, as Advertising Age reports<\/a>.<\/p>\n

\u201cWhat I\u2019m really proud of is beyond Special K we have embedded the #SeeHer thinking across all the brands within Kellogg and have really embraced the #SeeHer principles to influence all of our marketing,\u201d Crouch says.<\/p>\n

During Advertising Week 2018 in New York City earlier this month, Kellogg announced<\/a> that it had submitted its Special K \u201cOwn It\u201d campaign to be evaluated with the ANA\u2019s Gender Equality Measure (GEM) score, which is used to quantify consumer reaction to the treatment of women in advertising and programming. IRI then leveraged its IRI Lift solution to uncover correlations between the Kellogg advertisements\u2019 GEM scores and offline sales lift.<\/p>\n

Just knowing that Special K ads scored very well with its GEM scores was \u201ca huge step in really validating and understanding how we were going to market as a brand and building our capabilities as a creative team,\u201d Crouch<\/a> explains.<\/p>\n

The IRI research showed that Special K ads with the highest sales lift had the highest GEM scores, whereas ads that generated the lowest sales lift had the lowest. Moreover, the highest sales lift occurred when advertisements appeared during commercial breaks of TV shows with above-average GEM scores.<\/p>\n

\u201cWe\u2019re really seeing that brands that take a distinct point of view on reflecting the vales of a huge segment of our population, we\u2019re connecting our brand benefits to the values of consumers much more effectively than we have in the past,\u201d says Crouch. \u201cSo we\u2019re thrilled to say that when we have high-testing GEM scores, we\u2019ve seen a significant increase in our brand sales.\u201d<\/p>\n

You are watching Gender Equality Means Business, a Beet.TV<\/a> series presented by Meredith Corporation in partnership with #SeeHer. For additional videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

While it\u2019s \u201creally in the DNA of the Special K brand to represent women effectively and consistently and accurately,\u201d there\u2019s a direct impact on the brand\u2019s sales as well, according to Special K Marketing Director Christie Crouch. \u201cWhen we represent women and families equitably, it\u2019s just more relatable to more people,\u201d Crouch says in this […]<\/p>\n","protected":false},"author":17,"featured_media":56787,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7572],"tags":[5961,6176,6181,7552,7567,7570,7571],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56658"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=56658"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/56658\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/56787"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=56658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=56658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=56658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}