Building an involved and passionate Facebook community around a 70-year-old CPG brand is a daunting task. However, we’ve grown the Cheerios Facebook community to more than 600,000 passionate fans by creating with them, highlighting their contributions and offering engaging light weight content.
We show that Cheerios is timely and relevant by recognizing holidays and events through design elements on its Facebook page.
We add value to our community in the form of recipes, crafts and activities. For Halloween we created these Cheeri-O-Lanterns and shared step-by-step instructions so fans can make them at home.
The Cheeri-O-Lantern instructions.
A downloadable Cheri-O-Lantern pattern.
For the launch of Dulce de Leche Cheerios we offered a set of exclusive recipe cards.
We share “behind the scenes” and “making of” stories with our community.
We create digital advertising campaigns with the help of our Facebook community. Our fans act as a virtual focus group, weighing in on messaging and creative execution.
Finished banner creative inspired by our community.
As part of its promotions cycle Cheerios supports causes like the USO. We use Facebook as a way to involve our community.
We also highlight fan contributions to our wall.
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