Using our insights, we created a never-done-before native publishing model – Mix It Up - developed exclusively for General Mills with potential to reach more than 56m Moms. Mix It Up is an innovative, unbranded editorial initiative created in collaboration with the AOL, Huffington Post, Kitchen Daily, and Patch. We made Moms’ lives easier by providing custom and curated articles, videos and slideshows that offer simple and creative solutions to everyday challenges, while surrounding moms with General Mills messaging in a contextually-relevant environment.

Of 301 pieces of content developed, only 50% were planned prior to launch. The other 50% were created on an ongoing basis. Articles, videos and slide shows were developed in real-time based on performance metrics vs. benchmarks, changes in brand needs, reaction to pop culture trends and earned media tracking.

• 343K hours of content – equal to 39 years - consumed on Mix It Up

• 27m content total views

• 381m impressions

• More than 9 in 10 reacted positively to Newsroom content experience

o 71% said content experience “includes advertising I found useful”

o 50%+ said they “Found it different from other content online” and were likely to share the content

• 80% Purchase Interest

• Drove incremental sales