Case Study: Lucky Charms achieves 125 million social impressions at $0.78 CPI — far cheaper than TV and banner ads with Spredfast

Lucky Charms Campaign Generates 125 Million Impressions at Less Than 1.3 the Cost of Traditional Advertising

General Mills’ Lucky Charms teamed with Spredfast and McCann New York to create a values-driven Pride Month campaign that celebrated diversity while engaging social-savvy LGBT millennials and their allies. The goal was to drive positive press and social engagement among adults (who account for a large share of Lucky Charms consumption) and to position the brand as aligned with modern consumer values.

They invited users to answer “What are you #LuckyToBe?” via tweets and Instagram posts, aggregated into a Tumblr hub using Spredfast tools (a Fill-in-the-Blank prompt, Photo Wall, Spotlight streams and a conversation counter), supported by paid social media and live Pride events. The effort generated 125 million impressions at $0.78 per impression, a 26% retweet rate, 2M+ Facebook impressions and 30K+ Likes, hundreds of user photos and strong virality at far lower cost than TV or banner ads.

Lucky Charms