CLIENT
General Mills
Jamie Needham, Sr. Manager, Customer Marketing
Cristina Gonzalez de Mendoza, Sr. Customer Manager
Raquel Navarrski, Director, NAR eCommerce
Jenna Hernandez, Sr. Manager, BX, Performance Snacks
Kate Herbert, Sr. Manager, Brand Experience, Bars
Ray Joncas, VP, Business Unit Director, Bars
Sarah Lienberger, Director, Brand Experience, Snacks
Sara Tietjen, Associate Shopper Marketing Manager – Walmart & Amazon, Pet
AGENCY
Melissa O'Keefe, Director, Client Engagement
Pedro Palacios, Director, Strategy & Insights
James Phillips, Executive Creative Director
Nestor Benjumea, Art Director
Andrew Bowsher, Associate Creative Director
Manuel Borde, Global Chief Creative Officer
Carrie Schneider, Creative Director
Billy Bergner, Sr Campaign Program Manager
Jonhatan Bolivar, Lead Motion & Content Designer
Tyler McClure, Associate Director, Strategy
Andrew Zipparo, VP Strategy
Michelle Baumann, Chief Strategy Officer
Tucker Risom, Associate Director, Innovation & Data
Aqib Khayer, Analyst
Garret Bader, Associate Director, Marketing Science
Stackline
Brian Weber, Director, Professional Services
Luke Barr, Sr Manager, eCommerce Strategy & Operations
SUMMARY
Press Play for Nature drove eCommerce sales across General Mills brands on Amazon by bringing the outdoors inside, inviting shoppers to view nature documentaries to fund National Parks. For every hour watched, General Mills and Amazon donated $1 to the National Park Foundation, inspiring purchases of General Mills brands with purposeful sustainability initiatives like Nature Valley, EPIC and Larabar. The campaign delivered 47% YoY dollar sales growth, >500MM impressions and a $200K donation to National Parks—engaging an audience lacking in nature access, while celebrating it through existing digital behaviors.
