global talent content marketing lead | employer branding expert | storyteller | writer | editor
Monsters Cereal marketing campaign
overview:
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Every year General Mills brings back Monsters Cereals just in time for Halloween. In 2014, General Mills asked my team at Exponent to use public relations efforts to announce the return of the Monsters, generating excitement and awareness for the brand, and highlighting special news and surprises for the year.
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General Mills partnered with DC Comics to create the first-ever DC Comics-designed cereal boxes.
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challenge:
My team was challenged with generating positive earned impressions for the limited-edition cereals, and growing product demand while driving purchases earlier in the season.
results:
Media coverage began in August 2014 and continued through Halloween, netting more than 170 million impressions. Media placements among top-tier national news outlets made up 89 percent of coverage and included two articles in USA Today, FOX News, ABC News, Delish, Good Morning America, the Huffington Post, NPR, People, and TIME magazine.
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In 2014, overall sales of the cereals increased 23 percent over the previous year, representing the third year of double-digit growth for the brand and exceeding goals by 130 percent.
media outreach
I led media outreach, utilizing the media kit I built. The team also sent personalized cereal boxes, like this one of Conan O'Brien to specific outlets. Our efforts landed a mock-up box of “Count Coco” on Conan O’Brien’s desk for consideration.