Goal
Increase awareness and consideration of a non-prescription medicinal powder with authentic human stories that help de-stigmatize women’s health concerns and providing education on this product using creator content organically and creator licensing.
The campaign
Partner with creators who can showcase relatable moments of experiencing this infection while highlighting the brand as their go-to for symptom relief. They launched content with 9 creators across Instagram and TikTok and then amplified it across Meta and TikTok through creator licensing.
Add Title
General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
Add Title
General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.
Add Title
General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
