Case Study: General Mills achieves 68% brand lift and builds trust with American moms with inPowered

Promoting Nutritious Content to Establish Trust

General Mills sought to solidify the trust of American moms after announcing the removal of artificial flavors and dyes from its cereal, targeting women 25–44 with children who were skeptical of packaged foods. The challenge was to turn that announcement into credible, persuasive messaging that would resonate with this audience.

inPowered identified and amplified eight high-performing pieces of earned coverage (blogs and major publishers) across native ad formats—especially social in-feed—using inventory on Facebook, Yahoo and DoubleClick. The campaign engaged 33,436 people who spent an average of 1m 50s, drove 45,644 social actions, delivered a 68% brand lift, and saw the highest engagement from a Graceful Chic post (50%), with Facebook the strongest distribution channel.

General Mills