Write A 4-5 Page Analysis About The 2017 Cheerios Good Goes

Write A 4 5 Pages Analysis About The 2017 Cheerios Good Goes Round

Write a 4-5 pages analysis about the 2017 Cheerios’ “Good Goes Round” campaign. This paper should focus on three parts: 1. Big idea and creative strategy, 2. Message strategy, 3. Media strategy and media channels. The paper does not need to include the background of the campaign, only these specified aspects. Please read the instruction file before starting the paper, thank you.

Paper For Above instruction

Introduction

The 2017 Cheerios “Good Goes Round” campaign exemplifies a strategic and well-executed marketing effort aimed at reinforcing the brand’s core values of community, kindness, and unity. This analysis delves into three critical components of the campaign: the big idea and creative strategy, the message strategy, and the media strategy and channels used to effectively reach and engage its audience.

Big Idea and Creative Strategy

The central big idea of the "Good Goes Round" campaign revolves around the universal concept of kindness and the ripple effect of good deeds. The creative strategy was designed to evoke emotional responses by portraying real-life stories of individuals performing acts of kindness that inspire others to do the same, creating a chain reaction. This approach taps into the emotional core of consumers, encouraging them to participate in a larger movement of positivity. The creative elements often emphasized authentic storytelling, relatable characters, and genuine moments that highlighted the importance of small acts of kindness in fostering a sense of community and shared humanity.

The campaign's visuals and narratives were crafted to foster connection and empathy. The use of warm, inviting imagery and heartfelt stories strengthened the emotional appeal. The creative strategy also employed a consistent visual language—using familiar, friendly imagery of families, neighbors, and everyday people—aligning closely with Cheerios' brand identity as a family-focused, wholesome brand. This coherence helped reinforce the campaign’s message across various platforms.

Furthermore, the campaign adopted an integrated storytelling approach that encouraged consumers to see themselves as part of the kindness movement. The creative idea was not just to promote the product but to promote a lifestyle and value system that aligns with Cheerios' brand ethos. This strategy aimed to build brand affinity by positioning Cheerios as a catalyst for good, encouraging consumers to ‘pass it on’ and spread kindness, thereby creating a positive brand association.

Message Strategy

The message strategy of the "Good Goes Round" campaign centered on promoting kindness and emphasizing the power of small actions to create positive change. The core message was clear: "When you do good, good goes around." This tagline encapsulates the campaign’s philosophy that acts of kindness, no matter how minor, can influence others and foster a ripple effect of generosity and community spirit.

This strategy employed emotional appeal and storytelling to forge a personal connection with the audience. Real-life stories of individuals making a difference in their communities were used to illustrate the message. These stories aimed to inspire viewers to reflect on their own capacity for kindness and to motivate them toward positive action. The campaign advice was simple but impactful: engage in small acts of kindness that can inspire others, reinforcing the notion that everyone has the power to contribute positively.

The messaging also leveraged aspirational and moral values, positioning Cheerios as more than a breakfast cereal but as a brand that champions kindness and social good. The campaign’s tone was warm, optimistic, and inclusive, making it accessible to a broad demographic. This approach helped foster a sense of community and shared purpose, aligning consumer values with the brand's messaging.

Additionally, the message strategy incorporated calls to action, encouraging consumers to share their own stories of kindness on social media, thereby creating participatory engagement and expanding the campaign’s reach. This user-generated content further amplified the message, making it a movement rather than just a commercial campaign.

Media Strategy and Media Channels

The media strategy for the "Good Goes Round" campaign integrated multiple channels to maximize reach and engagement. The campaign primarily utilized a mix of traditional media, digital media, and social channels, optimized to target diverse demographic groups.

Television was a key component, with emotionally compelling commercials aired during popular programs and family-friendly programming to reach a broad audience, particularly parents and caregivers. These commercials depicted authentic stories aligned with the campaign’s message and were designed to evoke emotional responses and create positive associations with the brand.

Digital media played a central role in amplifying the campaign’s message. Cheerios utilized YouTube for sharing longer-form videos and stories, enabling viewers to connect emotionally with the narratives. Online videos were embedded on the brand’s website and shared across social media platforms, including Facebook, Instagram, and Twitter, facilitating easy sharing and interaction.

Social media channels were instrumental in fostering participatory engagement. Cheerios encouraged consumers to share their stories of kindness through hashtags like #GoodGoesRound, leveraging the power of user-generated content to build a community around the campaign. Influencer partnerships also played a role, with social media personalities amplifying the message to their followers, thereby extending the campaign's reach.

Moreover, the campaign employed targeted digital advertising and sponsored content to reach specific demographics based on interest and behavioral data. This targeted approach ensured the message reached individuals most likely to resonate with the campaign’s themes of kindness and community.

Finally, in-store displays and packaging added a tangible element to the campaign, reminding consumers of the message when purchasing the product and inviting them to participate in the kindness movement directly by sharing stories or engaging with social media content.

Conclusion

The 2017 Cheerios "Good Goes Round" campaign exemplifies a comprehensive strategic approach across creative, message, and media dimensions. The campaign's big idea centered on kindness as a universal value that can create a ripple effect, reinforced through emotionally driven storytelling and authentic narratives. The message strategy effectively communicated that small acts of good can inspire widespread positive change, engaging consumers emotionally and morally. In terms of media, the campaign integrated traditional advertising with digital and social media channels, ensuring broad reach and active participation. Together, these elements fostered a sense of community, aligned with Cheerios’ brand identity as a wholesome, family-oriented brand committed to social good. The campaign’s success lay in its ability to emotionally connect with consumers and mobilize them to become part of a kindness movement, creating long-lasting brand resonance and social impact.

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