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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.
General Mills motivated the sales and publicity of its new product, Fiber One Chewy Bars, through online social mediums. To publicize and influence the sales the company distinguished its audiences and channeled a set strategy of targeting blogs and send messages. The campaign was a sure hit and secured 84 online placements and generated nearly than 2.5 million online impressions. The internet traffic regarding the bar also leaped to 400% during the campaign. Case study
General Mills wanted to maintain buzz around Fruity Cheerios, a product introduced in summer 2006, while reinforcing brand messaging that Fruity Cheerios is a cereal moms and children can enjoy together “guilt-free.” Budget: $40,000 Case Study
Strategy:
- Create and execute a contest that asked parents to submit a photo or video of the family enjoying Fruity Cheerios together
- Partner with a third-party (ModernMom.com) to host the contest and ensure maximum coverage with the target audience
- Submit 100 samples of the cereal to leading parent bloggers encouraging them to review the product and publicize the Fruity Cheerios “Family Fun Contest”
- Partner with additional target publications, such as 5MinutesforMom.com, to allow them to review one sample of the cereal as well as distribute boxes to their readers specifically for contest entry
