Case Study: General Mills achieves double-digit conversion rates and rapid multi-brand landing-page scale with Ion Interactive

Double-digit conversion rates across multiple teams, 9 brands and 2 languages

General Mills, a global food company behind brands like Betty Crocker and Pillsbury, needed a way to convert millions of paid-search visitors into newsletter sign-ups. Teams in the US and Canada were working toward the same lead-generation goals but were decentralized and lacked standardized landing-page components, forms and data management.

By adopting ion interactive’s template-driven platform and centralized asset libraries, teams could rapidly build, modify and reuse landing pages and forms. The US scaled from roughly 30 pages to hundreds, Canada rolled out multiple brand pages, and together they now manage over 400 multi-page experiences across nine brands and two languages—achieving double-digit conversion rates (with some campaigns exceeding 30%) and fostering a shared culture of testing and optimization.

General Mills

Jesse Abrams

Digital Associate Marketing Manager, General Mills Canada