Globalmeta
RCHLND026PM / 07PERFORMANCE MARKETING
Richland
We set up performance marketing for Richland, the breakfast cereal and granola brand under Lami, bringing campaign structure, creative testing and measurement into one plan.
- Year
- 2026
Case study
Context and goal
Context
Richland is a breakfast brand under the Lami umbrella, bringing together cereals, granola and corn flakes. In packaged food, the decision is often made at the shelf in a matter of seconds, so it matters not only that the brand is visible online but also which product it shows and which breakfast moment it speaks to. The Richland team came to us to manage digital investment more deliberately and to read signals from every channel within a single framework.
Challenge and goal
With several product families and different audiences, a budget spreads thin easily. Our goal was to give each product family a clear campaign role, to turn creative decisions from instinct into something testable, and to build a measurement routine the whole team could read together to see what the spend actually produced.
Approach
What we did
Campaign architecture
We split campaigns by product family and funnel stage: awareness, consideration and reminder layers each work towards their own objective. Every campaign’s job and success criteria are defined from the start.
Creative testing plan
We turned variables such as product, breakfast moment and content angle into hypotheses. Variations are not produced at random; each one answers a learning question.
Measurement set-up
We defined which interactions genuinely count as valuable and organised the tagging structure around those definitions, so platform reports and site data speak the same language.
Budget and optimisation rhythm
A regular review cadence means budget decisions follow each channel’s role and the maturity of each test; we look at accumulated learning rather than short-term swings.
Output
Deliverables and outcome
Deliverables
- Channel and campaign architecture
- Objectives and roles per product family
- Creative testing plan and variation library
- Conversion definitions and tagging structure
- Budget allocation framework
- Regular reporting and optimisation rhythm
Outcome
The Richland team now manages campaigns as a connected system rather than one by one. Why each campaign exists, which question it tests and which signal it is judged on are all written down. Creative production builds on accumulated learning instead of guesswork, and budget conversations happen over the same report. The structure leaves a foundation that can be extended for new product launches and seasonal peaks without starting from scratch.
Services
Services used in this project
The capabilities that came together in this project, each explained in detail on its own page.
Next step
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