Kellogg's garnered the most Twitter engagement in Q4 2014 through photos, particularly those featuring their Froot Loops cereal. Their top 5 photos focused on late night snacking and asking questions to engage users. These photos received thousands of retweets, replies and favorites, far more than other major brands. Kellogg's successful strategy showed people enjoying their products to drive consumer interest on social media.

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How Kellogg’s Scooped Top Engagement in
Q4 2014 With Twitter Photos
By Lucy Hitz – February 6, 2015
137 0 30 75 0
In Q4 2014, the five Twitter images which garnered the
most engagement per follower among the Interbrand 100 all
belonged to @KelloggsUS.
That’s no small feat when the likes of Cartier, Kleenex,
Johnnie Walker, and Budweiser also sat in the top twenty
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among Interbrand 100 brands for the best curated and
targeted photo content on Twitter in Q4 2014.
Here are Kellogg’s Top five photos, and a brief assessment of
why each excelled.
1. Putting It in Context
With 4,076 Retweets, 863 Replies, and 11,732 Favorites, this Tweet had a heft total sum
engagement at EOQ.
This photo did so well because it incorporated an interactive element — asking its social
audience to fill in the blank in the text. I think it’s safe to say that the caption here does as
much work as the photo itself does.
It might be initially surprising that a photo of a bowl of cereal won the photo game for the
quarter, but the total composition is what’s really winning here.
2. Asking a Question
”
Cereal is the best late night snack because ________. pic.twitter.com/esxCuKeFev
— Kellogg's (@KelloggsUS) October 17, 2014

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Don’t be afraid to pair your photos with questions.
Kellogg’s does this to great effect in this post, which rests on its Froot Loops-y laurels at #2
for the quarter with 7,521 in total engagement.
Interestingly, this photo received five times more Favorites than Retweets. This tells me that
people have an automatic positive response to this image and the sentiment expressed in the
question. No one likes doing dishes late at night. NO ONE.
Also worth noting here is that this Tweet, like Kellogg’s #1 Tweet, ask for feedback from its
audience.
One other major commonality: both photos feature Froot Loops. That’s no coincidence.
Everyone loves Froot Loops. EVERYONE.
3. People Love the Product
”
”
Too late to do dishes? Show us how you get creative! pic.twitter.com/5uNliw2UK9
— Kellogg's (@KelloggsUS) November 4, 2014
Get a little nutty with Kellogg’s Peanut Butter Cereal. November is
!
@Jif
#PeanutButterLoversMonth pic.twitter.com/ZY7fZdzubQ
— Kellogg's (@KelloggsUS) November 11, 2014

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As Bridget Quigg’s recent post about product placement in Instagram photos noted, people
like seeing photos of your physical product on social.
This clearly works for Kellogg’s. This Tweet received 2,584 in total engagement at the EOQ.
But the comments are really where we see the true level of fervor that this Tweet generated:
”

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Twitter is clearly a great, ready-and-willing forum for Kellogg’s to debut new products with
pictures.
4. Froot Loops FTW
This is yet another example of Froot Loops’ majesty in the Kellogg’s pantheon. ”
Froot Loops are the perfect end to any day #latenightsnack
pic.twitter.com/PATmbrkXuk
— Kellogg's (@KelloggsUS) October 12, 2014

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We’re now at 3 out of 5 for Froot Loops driving engagement in Twitter photos.
5. Nighttime Snack
4 out of 5 of Kellogg’s photos with the most engagement per follower for Q4 2014 were
related to late night snacking — a real turnaround from the typical “start your day right”
messaging that many cereal brands are traditionally known for. This tactic has clearly worked
for Kellogg’s, and is a cereal-eating context that many of their followers can relate to.
If you want to know more about how the top brands on Twitter saw success in Q4 2014,
download our Simply Measured Q4 2014 Twitter Benchmark Report by clicking the link
below.
”
Get everything you need to analyze the metrics that matter
Twitter Benchmark
Report | Q4 2014
Download
Raise your spoon and RT if cereal is your favorite nighttime snack!
pic.twitter.com/O9LNxXdwC3
— Kellogg's (@KelloggsUS) October 10, 2014

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Lucy Hitz
I’m the Social Media Content Writer here at Simply Measured, which means I get to
research the latest and greatest in social media, and tell you all about it. I love yoga,
prosciutto, peaty scotch, poetry, and Taylor Swift. If I were a social media channel,
I’d want to be Instagram, but I think I’m Twitter.
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• Reply •
Anne • 3 days ago
All that the ad says to me is, can't Americans find a new exclamation instead of OMG or the full version?
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