Goal
Increase awareness, affinity, sentiment and consideration for the public transit brand amongst office commuters in key regions.
The campaign
Partner with creators local to the major city to showcase the benefits & features of taking the train to and from work. The creators made a series of day-in-the-life videos highlighting messaging around reducing carbon footprint, saving commuting time, and their productive use of time on the train.
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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.
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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.
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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.
