Finding a way to engage with GenWe.
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 GenWe in a tough-to-crack digital landscape.
Our 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, we recruited untapped influencers to create Fruity Pebbles Island within the Minecraft platform and then share their build videos with fans. The results were unreal: Organic performance goals were quickly crushed, and users spent an average of 4.68 minutes watching the videos.