Box Tops for Education

For over 20 years, Box Tops for Education has given families an easy way to earn cash for their school, with products they already buy. Historically, the program has run on parents and students taking the time to save and clip the Box Tops that appear on their every day grocery items. In 2019, Box Tops introduced a brand new app, which allows consumers to scan their store receipt to identify participating products and instantly add cash to their school's earnings online.

To bring awareness to the launch of the new app and help educate consumers about the changes coming to the Box Tops program, we partnered with 10 highly-followed influencers within the parenting space to create content focusing on the app and the ways in which General Mills products can products can play into their day-to-day.

To kick off these partnerships, we invited all 10 influencers to General Mills’ headquarters to brief them on the project and immerse them in the brand. As a result, we received 1.1M potential impressions of added value from the day of the event alone. Additionally, because our influencers had the chance to make a deeper connection to the brand prior to the partnership kickoff, we saw another 294K actual impressions and 1,521 engagements on top of the contracted posts for the campaign.