In 2014 a social listening initiative led by Manifest uncovered heavy mention of Honey Bunches of Oats. Amazingly, these mentions had nothing to do with cereal or breakfast. Instead they were clever word plays and dedications meant to convey true feeling in a unique way. "You're my honey bunches of oats" was the meme and deep sentiment. In less than 25 days of this discovery Manifest honored these mentions through branded content (4 60-second videos), making Honey Bunches of Oats an emotional double-entendre. The videos were covertly rolled out on Facebook to our fans—no media—just before the New Year as a Holiday wish from Honey Bunches of Oats. The objective—a lift in share of voice—was met and exceeded as Honey Bunches of Oats has become the most discussed cereal online.
For the artful story-telling, delivered in 4 60-second, quality videos that were conceived, shot, edited and distributed in about 3 weeks.
