Case Study: General Mills grows whole grain brand health perceptions by 55% with Hashtag Paid

General Mills grows brand consideration 25 pts with Hashtag Paid

General Mills sought to improve health perceptions of its Whole Grain cereal family, particularly among mothers, positioning it as a healthier option. The company partnered with vendor #paid to address this brand consideration challenge.

#paid collaborated with top health and wellness creators in Canada, targeting women aged 25-54. The solution involved a campaign with four Instagram creators to authentically shift perceptions around whole grains. This strategy led the brand to grow over 55% in the past two years, as reported by the Brand Manager.

General Mills