Objective:

Utilize year-end incremental dollars to drive Lucky Charms base sales, despite declining category trends.

KPI Goals and Benchmarks

o Sales: 10%+ sales lift

o Impressions: 11.15MM

o ROAS: $1.00+

Insight:

Morning rituals for Millennials & Gen Z have changed. A bowl of cereal has become a less prevalent way to start the day. But while one morning ritual wanes, another waxes – checking the phone. A fast-growing ritual is checking astrology on mobile to see what the day has in store for them. In fact, 70 million individuals check their horoscope daily.

Gen Z and Millennials have made astrology into a 2.2-billion-dollar industry — 40% use it to make big financial decisions, 38% use it to decide who to date, and a majority check their celestial alignment regularly on apps.

Lucky Charms sought to bring hyper-relevant entertainment back to the table by looking inside the box/bowl and letting the charms align for our shoppers, combining their nostalgia for cereal and their new love for astrology.

Solution:

A first-of-its kind commerce experience that uses mobile technology to turn your bowl of Lucky Charms into a magical fortune and exclusive offers at Target.

By visiting Luckyscharmology.com, shoppers were able to scan their bowl every morning to reveal a daily fortune, based off the most prominent marshmallow charms in the mix. Our technology, developed by the agency, was able to read and differentiate the charm shapes, allowing it to correctly match your charm to a fortune. From love and friendship, to fame and money, and of course luck, consumers got endless readings every day.

Plus, every scan of your bowl surprised consumers with a Circle offer at Target on their next bowl of Lucky Charms cereal.

To amplify the experience and spread the word, we partnered with two of the top astrologer influencers on Instagram and TikTok, Aliza Kelly (128K on Instagram) and Stina Garbis (1.1M on TikTok). Every Friday morning in the month of May at 9am EST, shoppers could watch and interact with a live social stream “reading” from our “Charmologists”. During these live sessions, our Charmologists would pour their own bowls of Lucky Charms cereal and give viewers a personal reading of their charms based on our fortunes and their knowledge of astrology. They promoted the mobile brand experience and the purchase of Lucky Charms at Target. They also posted on their own pages and teased the sessions through stories.

Lucky’s Charmology came to life through the Target ecosystem through a custom brand page that drove to the mobile experience, showed how it works and promoted Lucky Charms. It also came to life through Roundel Media in banner ads, on-site and off-site ads as well as Target’s own social channels. Shoppers who discovered on their daily fortune with our activation were also offered 20% on Lucky Charms cereals via Target Circle.

Results:

Results for this program were stellar, beating KPI’s in several categories.

We not only turned the tide on the category decline but also delivered millions of impressions and above average engagement rates.