Box Tops for Education is one of the nation’s largest school earnings loyalty programs. General Mills hired LIQUID SOUL to develop a strategy of engagement for the Atlanta market because the Atlanta Public Schools were below the national average for participation. Our objective was to increase box tops earnings during the 2012 – 2013 school year in African-American schools by 50 percent; build a stronger box tops African-American coordinator network; and increase box top awareness among parents, particularly mothers, principals, teachers and other key stakeholders in Atlanta.
LIQUID SOUL exceeded all expectations and increased earnings by 198 percent through a combination of publicity, coordinator outreach, influencer engagement, and community events such as our lunch-and-learns, Box Tops Bash, and celebrity town hall.
CLIENT: GENERAL MILLS
SERVICES: Brand Strategy, Public Relations, Digital / Social / Mobile, Experiential Marketing, Influencer Engagement