The Client:

General Mills Box Tops for Education (BTFE), program. This budget specifically carved out to target the African American (AA) audience. The program begins with a digital campaign in the Spring and culminates with an offline celebratory event in a key market at the end of the semester.

 

Objective: 

Raise awareness and participation for the Box Tops program among AA moms with school aged children.

 

Key requests from Client side: 

Two-part program featuring branded content with a sweepstakes, culminating with an event in one of the target markets.

 

Primary Challenges from the client: 

• Participants understanding mechanics of the program

• Skepticism about allocation of resources (production costs v. award values)

• Participants valuation of box tops as currency

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The Solution:

A customized digital content hub featuring both environment and content designed to appeal to the target audience of AA moms.

 

Highlights from the hub include:

• Original content curated by the Hello Beautiful Editorial team.

• The Blog Squad - prominent AA Mom Bloggers creating custom content for the hub

• A sweepstakes featuring certificates redeemable on the BTFE Marketplace

• BTFE content created by General Mills.

• Tips and tricks social media series

• Role Models video series featuring outstanding kids and the organizations helping them expand their horizons

• Special celebrity interview with R&B singer Monica, along with an appearance at the BTFE Town Hall

• Celebrity mom video series featuring recording artist Monica