Commerce & Shopper: Retail Media

Press Play for Nature

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.

Brand: Nature Valley, Larabar, EPIC, Annies
Client: General Mills
Agency: VMLY&R Commerce
Language: English