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Cheerios: Targeting Moms of Young Kids

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In November of 2009, Cheerios began a Facebook campaign that primarily targeted mothers with young children.  In order to entice this demographic to become a fan, they offered a free children’s book to charity for each new member that made contact through Facebook.  The campaign launch was scheduled in a 24 hour block format where all Facebook members meeting the criteria would see the ad.  The overall goal was to increase the company’s image as a responsible, caring business that relates to their customers.

• Facebook campaign aimed at mothers with small children
• Free book donated to organization First Book for each fan
• Goal was to enhance company image with mothers

On November 5th, 2009, Cheerios has 133,129 visitors to their Facebook page, which is a 1500% increase from the previous day.  The overall engagement rate (.19 percent) was a record for the company and Cheerios eventually had over 84.5 million total impressions.  Over 200,000 people have become fans of the page since the campaign launch with 124,000 books given away.  You can view the actual case study here.