Cheerios is a massive household name (in 90% of American homes), we’ve been around for a long time (pushing 80), we have bigger daily reach than the Super Bowl and our brand platform, ‘Good Goes Round’ exists to put more positive energy into the world. All of that sounds pretty great, right? Except it’s not great when you’re lacking in relevance and hiding out in the back of the pantry collecting dust. Our job was to put Cheerios back on the table by connecting with modern families.

Right on Tracks is a series of songs designed to be a resource for parents to help teach kids the importance of kindness. Knowing kids today face a lot of challenging situations at school, we designed these songs to be a resource for parents to help navigate tough conversations with their kids. In the way Schoolhouse Rock teaches kids grammar and nursery rhymes teach kids numbers, these 4 songs teach kids about inclusion and empathy. We worked with songwriters to turn tough subjects like bullying and self identity into fun, catchy lessons with lyrics they’ll remember into adulthood.

We know that parents want their kids to be a force for good in the world and a healthy breakfast helps fuel their goodness. At a time when the world needs positivity, today’s families are confronted with, and ill-equipped to deal with, the challenging topics of our time. As the leader of the category, with a mission to spread positivity, we had an obligation to help the conversation in America. Our ambition was to connect with modern families by putting our positive take on challenging topics they might face.

The Right on Tracks content series encompassed 4 music videos which were posted to RightOnTracks.com as well as Cheerios’ YouTube channel. We made karaoke versions of the videos for families to sing-a-long, as well as sheet music for musicians to read along, play along and share. Additional teaser content was created for Cheerios’ owned social channels to drive awareness of the series. All 4 music tracks could also be found on a Right on Tracks Spotify album.

These videos did not have any paid support and thus relied heavily on organic pick up to spread the word.

The 4 videos all launched on February 11th 2019 while the supporting social content was seeded out throughout that week. These videos will remain live on RightOnTracks.com.

After just 10 days of being out in the world, Right on Tracks received over 13,667,604 impressions, 4,753 unique shares and 86,771 likes and comments. This equates to an engagement rate of .64%, which surpasses the average engagement rate of food brands on Facebook and Twitter.