GOLDEN GRANT by McCann New York for Golden Grahams

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GOLDEN GRANT

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market United States
Agency McCann New York
Associate Creative Director Andre Ricciardi
Creative Director Tommy Means
Art Director Courtney Booker, Robbie Wenger
Copywriter Kelly Mccormick
Producer Jonathan Doyle, Manjula Nadkarni
Released November 2009

Credits & Description

Category: Best Research
Advertiser: GENERAL MILLS
Product/Service: GOLDEN GRAHAMS BREAKFAST CEREAL
Agency: McCANN ERICKSON NEW YORK
Date of First Appearance: Nov 10 2009 12:00AM
Entrant Company: McCANN ERICKSON NEW YORK, USA
Entry URL: http://goldengrant.com/
Chief Creative Officer: Joyce King Thomas (McCann Erickson)
Group Creative Director: Alessandra Lariu (McCann Erickson)
Group Creative Director: Matt O'Rourke (McCann Erickson)
Art Director: Robbie Wenger (McCann Erickson)
Copywriter: Kelly McCormick (McCann Erickson)
Executive Producer: Greg Lotus (McCann Erickson)
Senior Vice President/Executive Digital Producer: Catherine Patterson (McCann Erickson)
Producer: Jonathan Doyle (McCann Erickson)
Creative Director: Tommy Means (Mekanism)
Associate Creative Director: Andre Ricciardi (Mekanism)
Executive Producer: Matt Lundberg (Mekanism)
Producer: Manjula Nadkarni (Mekanism)
Director/Illustrator: Adam Avilla (Mekanism)
Art Director: Courtney Booker (Mekanism)
Technical Director: Chris Brant (Mekanism)
Animators: Tony Papesh/Ana Harmon/Joel Berroteran (Mekanism)
Flash Developers: Bela Spohrer/Justin Gaussoin (Mekanism)
Sound Designer: Jeremiah Moore (Mekanism)
Syndication Supervisor: Brendan Gahan (Mekanism)
Syndication Manager: Ryan Lee (Mekanism)
Media placement: Website - Online - February 2010

Results and Effectiveness
In just 3 months of the promotion with 0 paid media, Golden Grahams has gained 15k friends, followers, and subscribers on social networks, where previously it had no official presence or fanbase. The sweepstakes earned the brand 150k site visits with an average of more than 4 minute spent on site, 2.5 million video views, and 25k entries. It generated buzz within our target audience, earning more than 7k social media mentions with brand and campaign sentiment being 99% positive.

Creative Execution
Male 22-29 year-olds spend a LOT of time online. Especially jobless ones. We decided to target them with a 100% online campaign. To both lighten the mood and help them with the job search a little, we created an online home for them to share ridiculous job search stories via Twitter. 1000 people won Golden Grant stimulus packages: a year’s worth of Golden Grahams. We also animated the funniest stories, fueling job searches with laughter AND sustenance. The site was spread solely via a social syndication plan - we partnered with our target’s favourite bloggers and influencers. And because these guys don’t like being advertised-to in the traditional way, we let them do the advertising themselves - by sharing the sweepstakes with their social networks with 0 paid media. Golden Grahams leveraged the unique jobless predicament of their target to connect with them using humour, sympathy, and utility.

Insights, Strategy & the Idea
Golden Grahams was a popular kids’ cereal in the 80s and early 90s. But with no cereal advertising targeting young adults, this now grown-up target was forgetting how much they once loved Golden Grahams. How could we move away from targeting kids and moms, and reconnect this niche audience with their beloved childhood cereal? When we realised our target was in the unique place of having just graduated and bright-eyed, but facing a bleak job market, we knew we had to acknowledge their situation and reach out to Generation Unemployed.