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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.



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

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

funding the future hub.jpg
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