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FROSTED MINI WHEATS

mini tastes better

Mini, the tiny cereal biscuit, recently got his first smartphone and discovered that despite having scores of fans, he also has scores of TROLLS. People compare him to abominable things, like cardboard, drywall, fiberglass, mulch, and even feces! So, Mini is on a mission to clap back at his haters on the internet — even challenging them to taste tests while celebrating and rewarding the loyalty of his fans.

Reddit 24 hr takeover

We invited our fans to defend us on Reddit (a rarity for brands) and naturally, the haters came to play too. The team locked ourselves in a room, monitored comments, responded quickly with witty, fiery, funny comments, gave out rewards for the best comments, and cultivated cultural clout. Aallll in a day's work.

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The Numbers

We got 3,445,408 impressions, which was 1.5M incremental impressions. That means we drove an incremental 79% reach. Our 2.63% Engagement Rate is 3.5x the 0.75% Reddit benchmark, and our comment rate was 554x above benchmark.

Aaaaall that is to say:

we killed it!

Here's some of our favorite memories:

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My mom even
cheered us on.

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the icing on the cake? They remembered us.

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Executive Creative Director: Mariana O'Kelly  
Creative Director: Aaron Pendleton
ACDs: Chelsea Berger & Franki Geib
Copywriter: Maddie Arnold

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