Goal
Continue to build awareness, consideration and credibility for the university through organic creator content and creator licensing.
The campaign
Partner with 10 creators who can speak to the benefits of post-secondary education and/or are alumni to showcase the benefits of choosing this university. Creators speak to the application process, studying online while raising families, and what it’s like to finally get a degree. Their stories are shared in Reels, Carousels, and Stories on Instagram, and videos on TikTok.
The campaign saw a 43 point increase in consideration intent and a 39 point increase in enrollment intent, both above #paid norms.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
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General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.
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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.
