The classic cereal brand used influencers to connect with the elusive tweens.
In a screen-centric world ruled by hypersocial tweens who don't buy into traditional marketing, Fruity Pebbles needed to spark awareness, relevance and engagement with this fickle demographic in a tough-to-crack digital landscape.
Influencers to connect with your audience.
Research uncovered that 6- to 12-year-olds had a desire for self-expression, loved YouTube stars and were obsessed with Minecraft. Fueled by these insights, Fruity Pebbles recruited untapped influencers to create Fruity Pebbles Island within the Minecraft platform and then share their build videos with fans.
The results were unmistakable: Organic performance goals were quickly crushed, and users spent an average of 4.68 minutes watching the videos.
The major sports-luxury automaker and emblem of engineering prowess needed a user experience design refresh.