BENlabs helped General Mills tap into popular entertainment to engage hard-to-reach teen consumers by placing the Cheerios brand in buzzworthy content. Integrations in established as well as new series aligned Cheerios with characters and storylines that resonated with the core audience values and interests. Placements in big-name titles on linear TV saw extended life and reach as content moved to streaming platforms. Others went straight into hit shows on Netflix, Disney+, and Prime Video. Ultimately the campaign’s impression guarantee was doubled and integrations raised awareness, positive opinion of the brand, and purchase conversion.