Cinnamon Toast Crunch x TikTok — Driving new, connected commerce experiences for fans.

Social Commerce continues to be a shifting force in the industry — Bringing to life new, connected commerce experiences for the consumer, enabling a more seamless journey from discovery through transaction.

Because of its potential, this emerging strategy is a crucial focus for our team (CXI) here at General Mills — Constantly searching for new opportunities to test and lead in this rapidly evolving space.

Enter: TikTok Commerce - Storefronts, Shoppable Media, and More

Our team partnered with TikTok & Cinnamon Toast Crunch to lead the industry, achieving first-mover status, standing as the first food & bev brand to leverage the platform's new?storefront commerce experience.?

In addition to this new shopping hub, our?launch was supported by a new paid and organic commerce strategy on-platform— Leveraging new shoppable units to create a simple, cohesive path to purchase for new consumers.

What we did...

1. Launch a new CTC DTC experience online — Check it out here.
2. Leveraged the new?TT x Shopify partnership?to seamlessly link the experiences.
3. Opened a?Storefront?via TikTok, providing our consumers one-tap access to products.
4. Launched paid, shoppable ads on platform?- Reaching new fanatics of our brand.
5. Published experiences via @CinnamonToastCrunchReal?— Leveraging the algorithmic nature of the platform to drive organic reach and growth.

The Results & Why It Matters—

• Consumers instantly leveraged the new Storefront experience to browse and purchase products directly from our TikTok profile page.
• Time-on-site for most purchases neared... Zero! Users only had to leave the App to complete the final purchase steps.
• The algorithmic nature of the platform drove new levels of organic discoverability — Driving up followership, engagement, and sales.
• Shoppable features and ad units enabled new followers to transact quickly.??
• Purchase drove new 1P data collection points, allowing us to better know our consumers. (Targeting more efficiently while adding value in future endeavors.)

What is next?

Expansion: We continue to find new opportunities to test and deploy Social Commerce strategies across our brands and are excited to leverage our new relationship with TikTok.?

Scale: CTC continues to deploy breakthrough content across all social and owned platforms as they gear up for?what is next.

This example is just the start of what we are working on today with Brands across our portfolio as we continue to bring new, connected commerce experiences to life for consumers across the globe.

Any and all feedback is beyond welcome! Would love to hear what you think and how your group may be deploying some of these new tools.