The Brief

My team was approached by Kellogg’s to re-imagine the voice and creative appeal of their top granola brand, Bear Naked, as their new social media agency of record. With the COVID-19 pandemic happening, the brand was looking for a full refresh of their organic and paid content – with a new strategy centered around more relatable and relatable humor that the target demographic sees on their feed.

Our team re-imagined the brand’s persona, image, and content from the ground up creating a new direction and launching on new platforms like Reels, and TikTok.

Strategy

Bear Naked’s biggest differentiator from other granola brands is it’s bear brand mark, aptly named Kevin. While competitors pushed the stereotypical granola lifestyle (hiking, surfing, being outdoors, etc.), Sid Lee focused on the ‘new normal’ of living and working from home during the COVID-19 pandemic. Positioning Kevin as an actual member of the community, with relatable thoughts, feelings, and activities, Sid Lee pushed the brand to speak to their audience of millennials and Gen Z’ers through memes, Stories, and fan community features that focused on putting a more humorous and relatable spin on life in quarantine.

Results

Bear Naked’s social pivot was an instant success with Sid Lee’s content refresh receiving the highest engagement and likes the brand has ever seen. After only one month, the brand saw their average engagement per post double in 2020, with exceptionally notable increases in reach and sharing. The social strategy was so successful that the Bear Naked team integrated our design approach and tone across their other marketing channels, including their seasonal broadcast campaign.