Ensuring that all this different content cohered took more collaboration across General Mills’ marketing teams than in previous campaigns, Cunningham said.
“Instead of going off in silos and working on things, every day we talked and said, ‘How do we make this work together?’” he said. “There was an extra amount of collaboration to make sure the work we did was complementary.”
General Mills used its first-party data to target known customers across platforms. It targeted prospects who showed high activity with product categories that have strong affinities to cereal. Third-party data from Nielsen Catalina gave insight into in-store activity, such as point-of-sale data, to target prospects already purchasing similar fruity cereals.
General Mills hasn’t yet measured the results of the campaign, but it will start by looking at bottom-funnel metrics like sales to repeat buyers. It is, however, difficult to measure total campaign success, said Cunningham, because platform metrics like video views and completion rates vary by channel.
“It’s many more metrics were used to looking at in the past,” Cunningham said. “They are by vehicle and a little fuzzier than we’d like.”
He pointed to Snapchat as a challenging platform to measure because it doesn’t yet have specific data points or pure reporting around media effectiveness.
“What comes with Snapchat is still a lot of question marks,” he said.
Mindshare, the company’s media agency, will help General Mills analyze campaign data and direct spend toward the most successful channels.
General Mills will consider expanding its Tiny Toast advertising to more traditional channels like linear TV, as research shows the brand resonates with demographics beyond millennials. But for now, Tiny Toast hasn’t yet maximized its opportunities on digital, Cunningham said.
“We feel like we could do a lot more in digital and social channels and spend more.”