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.

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. “
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