General Mills Partners With Zyper to Build Virtual Superfan Communities
General Mills, one of the world’s leading food companies, has partnered with Zyper, a marketing platform that connects brands with their superfans to drive engagement, insights, and sales, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top 1% of fans on social media, and then grow and manage the brands’ respective virtual fan communities in Australia, the Middle East, and the UK.
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“Consumers are looking to engage with brands in a much more unfiltered way, especially in the new environment triggered by COVID-19”
“At General Mills, we strive to create genuine connections through food by continuously deepening our consumer empathy,” said Arjoon Bose, Europe & Australasia Head of Brand Experience and Culture at General Mills. “Community is at the core of some of our most loved brands’ DNA and we have handpicked Betty Crocker and Fibre One to start with to step-change and elevate community as a central pillar of our brand experience efforts. Betty Crocker has been an essential part of the homemaker community for nearly 100 years and is currently experiencing a renaissance where we have a sacred duty to lead the conversation. We’ve seen tremendous success with Fibre One, our snack brand that emotionally unites a passionate community on their journey of weight-wellness. Our next goal is to make dieting engaging for this community by building an active ongoing dialogue and strengthening this affinity.”
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The top 1% of Betty Crocker and Fibre One brand fans will get early access to upcoming innovation, product, personalised swag as well as access to exclusive digital experiences and rewards and event invites.
“Consumers are looking to engage with brands in a much more unfiltered way, especially in the new environment triggered by COVID-19,” said Amber Atherton, CEO and Founder of Zyper. “Authenticity is now a crucial ingredient in effective brand storytelling and Zyper is creating an entirely new category of community-based brand advocacy. We are thrilled to partner with General Mills to help the company build communities of real fans around its beloved brands, especially at a time when people are looking to connect and share online more than ever.”
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