Goal
One of the largest retail chains in the US wanted to encourage families to visit their local store for back to school shopping.
The campaign
They wanted to partner with creators who could capture the back to school shopping experience in-store while drawing attention to promotional offerings and affordable prices. The creators were tasked to buy back to school supplies for less than $50 in-store.
The campaign outperformed the norm by 21 points, with 90% of respondents loving or liking the campaign. The relatable back to school content captured in-store led to an overall visit intent increase by 14 points.
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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.
