To connect Post’s Golden Crisp with the 18-24 year-old male market, which encompasses college students and the “munchies” scene, we created unique online video content that aired on GGN, Snoop Dogg’s popular weekly YouTube series.
Post had recently shifted their marketing strategy for Golden Crisp to target a secondary market of 18-24 year-old males. Knowing that Snoop Dogg’s weekly YouTube series, GGN, skews heavily toward their new target group, Cashmere saw an opportunity to integrate the brand’s mascot, Sugar Bear, into a comprehensive, integrated online marketing campaign.
Cashmere conceptualized product and brand integration into an episode of Snoop Dogg’s GGN. We leveraged our relationships with high-profile talent to feature international K-pop phenomenon PSY as a special guest on GGN, which garnered worldwide impressions. We then utilized Snoop’s social media to create a viral social campaign, and also wrapped an online sweepstakes around Golden Crisp for a chance to win exclusive prize packs.