During Pride Month, General Mills partnered with Spredfast and McCann New
York to celebrate diversity with a campaign arou...
“
200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com
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See how Lucky Charms won big with #LuckyToBe Campaign

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During Pride Month, General Mills partnered with Spredfast and McCann New York to celebrate diversity with a campaign around the Lucky Charms brand. The campaign took on a life of its own through social engagement, offering 125 million impressions at a fraction of the cost of television or banner ads.

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Transcript of "See how Lucky Charms won big with #LuckyToBe Campaign"

  1. 1. During Pride Month, General Mills partnered with Spredfast and McCann New York to celebrate diversity with a campaign around the Lucky Charms brand. The campaign took on a life of its own through social engagement, offering 125 million impressions at a fraction of the cost of television or banner ads. Lucky Charms Campaign Generates 125 Million Impressions at Less Than 1.3 the Cost of Traditional Advertising OBJECTIVES: • Create a meaningful values-driven social good campaign celebrating diversity by engaging social-savvy LGBT millennials and their allies. • Increase positive press and social engagement around the Lucky Charms brand among adults – who make up over 40% of Lucky Charms consumption. • Position Lucky Charms and General Mills as having meaningful, shared values with today’s modern consumer. Generated 125 million social impressions at $0.78 cost per impression, compared to an average $2.66 for banner ads and $24.68 for television ads. Indicating strong virality of content, there was a 26% retweet rate of user content. Over 2 million impressions on Facebook and over 30,000 Likes. Hundreds of user-created social photos linked to the brand hashtag. Case Study RESULTS:
  2. 2. “ 200 W. Cesar Chavez St. Austin TX 78701 512.538.0460 | spredfast.com | @spredfast | info@spredfast.com General Mills asked users to engage in an online conversation by tweeting or posting Instagram photos that answer the question – “What are you #LuckyToBe?” Working with Spredfast to aggregate social content, General Mills built a LuckyTo. Be Tumblr containing both General Mills and user-created content. The Social Hub site included four Spredfast solutions: a “Fill in the Blank” encouraging visitors to tweet their stories; a Photo Wall and Spotlight streams highlighting social content in real-time within the Tumblr experience; and a Counter showing the overall volume of the social conversation. Using paid media and sponsored stories across Tumblr, Twitter, and Facebook, General Mills reached a new fan base while also encouraging their existing fan base to join the #LuckyToBe movement. They complemented this with live events throughout Pride Month, even creating photo opportunities with “#LuckyToBe________” T-shirts that could then be posted on Instagram and aggregated onto the Tumblr site. SOLUTION: Since 1964 Lucky Charms has been a beloved kids’ cereal. With two new rainbow marshmallows debuting during June Pride Month 2013, we jumped at the chance to create a very different kind of campaign for cereal — purpose-driven, and targeted to social-savvy LGBT millennials. The result was a new brand platform that leveraged social technologies in a fresh way to express pride, and forged new emotional connections to an emerging consumer segment in a contemporary and relevant way. SHARON PANELO | STRATEGY DIRECTOR AT MCCANN NEW YORK

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