Family Dynamics
An advertising campaign called “Family Dynamics” that will motivate young parents to buy Cheerios as their breakfast cereal of choice.
Group Members:
Cindy Biao
Eunice Koo
Christina Li
Iris Yang
Challenge
93% of Americans believe that breakfast is the most important meal of the day but 56% skip it every day. There is a huge gap between intention and behavior. People make bad food decisions in the name of “no time”.
Aimed at young parents’ customers purchasing on Cheerios, Family Dynamics is an advertising campaign to increase more communications with target customers and create an opportunity for having a healthy lifestyle.
The communication goal of this project is to make the young family realize that Cheerios has both the taste and the health benefits of whole grain oats. This advertising campaign wants to help young parents and children create their own breakfast memories with Cheerios.
Process
Based on secondary research of Cheerios’ background and the current American breakfast market, the team used diverse methods of primary research to build the customer profile, in the forms of mood board, digital touchpoint, and user journey maps.
For the next step, the team concluded key insights as a foundation to inform and support our ideas of strategy. Team members generated an overall understanding of what key features and benefits we need to approach the advertising ideas.
The deliverables for this project expected students to have a comprehensive campaign project. The final step was to develop the ideas into real advertising campaigns on different media platforms.
Strategy Mission Statement
Key Features and Benefits
Persona
Outcome
The team found that most people have the desire to eat breakfast as a meal, but the current industry is not providing the consumers with convenient enough options for them to do so. The team designed new packaging for Cheerios to increase portability while maintaining aesthetics. The design allows milk and cereal to be stored separately in the same box. When customers want to eat breakfast, they just need to remove the nontoxic board in the middle and eat the cereal after shaking.
Moreover, the team also designed posters and videos suitable for different social media platforms to achieve the best publicity effect, which illustrated the benefits of eating breakfast and experience with young parents and their kids.
Public Transportation Campaign
Collaboration with youtubers
Press Release