General Mills Adds Social Media to Product Pitch

General Mills, a marketer whose brand-building efforts date to the days when housewives listened to radio shows while vacuuming, is turning to social media like Pinterest to help bring out a new product.

The product, called Fiber One Chewy bars, is aimed at children, meaning that mothers are the target audience for the advertising campaign.

Although the campaign includes traditional elements like television commercials and newspaper coupon inserts, the social media aspects are indicative of how marketing giants like General Mills are turning to new waysto reach consumers as those consumers’ media consumption habits change.

For instance, Fiber One Chewy will sponsor a board on the Pinterest page of Hungry Girl, which began as an e-mail newsletter in 2004. About a million people now receive the newsletter each day, and there is also a Hungry Girl Web site.

General Mills had earlier turned to Hungry Girl to promote Fiber One products like cereal, yogurt and snack bars. This is “the first time Fiber One has done anything with Pinterest,” said Julia Travis, associate marketing manager for Fiber One at General Mills in Golden Valley, Minn.

“We know Pinterest is such a growing space, and wanted to test the waters,” she added, particularly because “food is one of the top Pinterest categories.”

The idea is to reach “moms who are pinning fun and creative snacking ideas on their Pinterest boards,” Ms. Travis said, and “re-pinning their ideas onto the Fiber One-sponsored board on the Hungry Girl Pinterest site,” which will be called Fiber One Chewy Snack Champs.  Read More


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Posted on July 18, 2012, in #social media and tagged , , , , , . Bookmark the permalink. Leave a comment.


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