Dive summary:
- After posting the "Just Checking" video ad that featured a interracial family, Cheerios received negative attention, particularly in the YouTube comments.
- The negativity, and then those who spoke out against it, boosted Cheerios' cross-Web brand exposure by 77%.
- Cheerios made the decision to disable YouTube comments as they were getting out of hand; terms like racial genocide and "troglodytes" were too much.
From the article:
"The San Francisco-based content marketing firm also compared Cheerios to how often consumers were viewing the content of eight other breakfast cereals, among them Rice Krispies, Cap'n Crunch, Wheaties, Special K and Honey Bunches of Oats. Cheerios beat their average content views by 137 percent, Kontera says. "
