Uniting the world’s biggest cereal brands

Love for cereal runs deep. We’re talking several boxes a week deep.

So, an epic multi-brand partnership featuring Cinnamon Toast Crunch, Trix, Cookie Crisp, Cocoa Puffs, Lucky Charms, and Cheerios couldn’t be your run-of-the-mill campaign. On top of all that, the Cereal Squad was bringing toys back to the cereal aisle. Move aside, Avengers.

General Mills came to us with the idea of using influencers within Gen Z and the collector community to spearhead promotions and get the word out about the Cereal Squad. The Social Lights identified niche groups within these larger communities and developed a comprehensive strategy that introduced the Cereal Squad to key audiences across meaningful cultural pillars on social through engagement, influencer identification, content creation.

We shot for the stars – TikTok stars.

Big-name stars like the D’Amelios and Tayler Holder were shoe-ins, we also identified tier 2 influencers with smaller Gen Z stars like the Wright brothers, Zoi Fish, and the Pitman sisters.

“This is amazing.

— Client, on the social results we drove

We also knew that the toy collecting community would be super excited about our new toys, plus we looked for Funko lovers knowing this would be a fun and unique addition to their collections. Social listening and really honing in on these influencers allowed us to send items that specifically matched their existing items.

121 kits were sent to Tier 1 and Tier 2 influencers. In a completely organic effort, 58 influencer posts showing off their Cereal Squad swag were published.


total owned engagements
0 K
total owned impressions
0 K
combined TikTok unboxing video views
0 K+