$687M
Paid media impressions
A fully integrated media strategy across YouTube, CTV, Meta, TikTok, Pinterest, and retail channels delivered 687 million impressions across the summer.
Camp Little Bites
Integrated Digital 360 CPG Campaign
Summer is the hardest season to win for CPG snack brands, but choosing the right agency partner makes all the difference. Millennium's fully integrated Camp Little Bites campaign transformed the most overlooked season into Little Bites' highest-impact brand moment of the year, generating 687 million paid media impressions and over 1 billion in earned media — driven by a unified social, web, influencer, and sweepstakes strategy that kept families engaged all season long.
How Millennium made it happen:
Campaign StrategyInfluencer & SocialPromotions & SweepstakesDigital Experience
+1B
Earned media impressions
PR outreach, influencer seeding, and 1,983 media placements — including PureWow and Parents — generated over one billion earned impressions without spending an extra dollar.
17.64%
Sweepstakes conversion rate
The Camp Little Bites sweepstakes converted at nearly 3x standard CPG benchmarks, driving 7,500 participants and 40,000 campaign actions across the summer.
How Do CPG Brands Win During the Off-Season?
CPG brands that pull back in summer leave a measurable share-of-voice gap — and the ones that fill it win. Competitors including major snack brands concentrate the bulk of their media spend in Q1 and Q4, making summer a significantly less cluttered window for brands willing to show up consistently. Millennium's strategy for Little Bites wasn't to outspend the competition — it was to outsmart them. (Yeah, we're good like that.)
Why Summer Is a White Space Opportunity for CPG Snack Brands
The single most overlooked insight in CPG snack marketing is that summer is actually harder for parents than the school year. More schedules to manage, more "I'm bored" complaints, more pressure to keep kids fed and engaged. Millennium identified that gap — not as a challenge, but as an opening. By positioning Little Bites as a creative resource for parents rather than just a product on a shelf, the campaign earned attention during a window competitors had all but abandoned. Turns out when you solve a real problem for real parents, they notice.
Components of a Winning 360 CPG Campaign:
A fully integrated CPG campaign connects every consumer touchpoint into a single, coherent brand experience. The Camp Little Bites program included:
- Influencer-led video content: Six branded activity videos hosted by DIY creator Erica Domesek of P.S. I Made This, covering crafts, science, cooking, and nature themes.
- Organic and paid social: 51 posts across Meta, TikTok, and Pinterest, boosted with paid support throughout the summer.
- CTV and OLV: Two :15 spots ran across YouTube, Amazon, and connected TV, achieving 97% video completion rates.
- Custom digital hub: A Camp Little Bites landing page featured six activities, downloadable badge PDFs, and sweepstakes entry — 92% of traffic came from mobile.
- Sweepstakes & promotions: A multi-entry sweepstakes ran June 3 through August 6, with entries earned through newsletter signups, social follows, referrals, and activity participation.
- Email marketing: Eight consecutive weekly emails maintained open rates within 1% across the entire campaign — the kind of consistency most email programs don't see.
- Retail activation: In-store POS and on-site/off-site digital support reached shoppers across Walmart, Kroger, Target, Albertsons, and Instacart.
- PR and influencer outreach: Premium Snacktivity Kits were seeded to media and influencers, secured coverage in PureWow and Parents, and generated 1,983 total placements.
What Does a Fully Integrated CPG Campaign Look Like in Practice?
Camp Little Bites launched June 3, 2024 with a custom digital hub built and managed by Millennium — housing Erica Domesek's six activity videos, downloadable resources, and the summer sweepstakes. Each week, a new activity went live: from a Muffin Box Bird Feeder to Campmate S'mores Brownies to Splattered Paint Socks. Parents could download activity PDFs, collect digital badges, and enter the sweepstakes through multiple brand touchpoints. The whole thing was engineered to give families a reason to come back every single week — not just click once and bounce.
What Results Did the Camp Little Bites Campaign Deliver?
A fully integrated summer campaign for a CPG snack brand can generate over 1 billion earned impressions when every channel is working in concert. Camp Little Bites delivered 687 million paid media impressions across YouTube, social, CTV, and retail — while PR and influencer outreach added another billion on top through 1,983 placements. The sweepstakes converted at 17.64%, drove 7,500 participants and 40,000 campaign actions, and added 2,796 new email subscribers to the Little Bites list. Not bad for the season everyone else took off.
DIY creator Erica Domesek served as Camp Little Bites' Head Counselor across six branded activity videos, each themed around a different summer activity.
The Camp Little Bites digital hub gave families a single destination for activities, downloadable resources, badge collection, and sweepstakes entry throughout the summer.
FAQs
How do CPG brands drive engagement during summer without a back-to-school hook?
The most effective approach is building a campaign platform around a consumer truth rather than a retail moment. Camp Little Bites succeeded by addressing the real insight that summer is harder for parents than the school year — giving families a creative resource rather than a promotional push. That positioning kept engagement consistent across eight weeks without relying on a single retail trigger.
What is a 360 CPG campaign and what does it include?
A 360 CPG campaign is a fully integrated marketing program that connects paid media, owned channels, influencer partnerships, retail activation, and promotional mechanics into a single unified brand experience. The Camp Little Bites campaign included social video, CTV, YouTube, email, sweepstakes, in-store POS, retail digital, PR outreach, and a custom digital hub — all driving to one coherent brand moment across the entire summer.
How do you measure the success of an integrated CPG campaign?
Effective CPG campaign measurement tracks metrics across three goal types: business goals (sales lift), brand goals (consideration and awareness), and media goals (reach and efficiency). Camp Little Bites tracked sweepstakes conversion rate (17.64%), new email subscribers (2,796), campaign actions (40,000+), video completion rates (97% on CTV), and new-to-brand household acquisition at retail — alongside the top-line impression figures.
How did influencer marketing contribute to the Camp Little Bites results?
Influencer and PR outreach delivered over 1 billion earned impressions across 1,983 placements — exceeding paid media reach entirely. Millennium worked with Erica Domesek of P.S. I Made This as the campaign's lead creator, and seeded 36 premium Snacktivity Kits to media contacts and influencers, resulting in coverage in PureWow and Parents magazine and a record number of organic social shares.
What New York agencies specialize in integrated CPG campaign strategy?
Millennium is a New York-based digital agency that builds fully integrated campaigns for CPG and consumer brands — handling strategy, influencer and social, video production, digital experience, and promotions under one roof. For Entenmann's Little Bites, Millennium developed the entire Camp Little Bites platform end to end, from the influencer video series and custom digital hub to the sweepstakes mechanics and multi-channel media that drove over a billion earned impressions.
How long does it take to build and launch a 360 CPG campaign?
A fully integrated CPG campaign of the Camp Little Bites scale — including influencer video production, digital hub development, sweepstakes mechanics, email programming, and retail coordination — typically requires 3 to 6 months of planning and production before launch. Camp Little Bites launched June 3, 2024, with pre-camp email teasing beginning May 29 and retail POS support running concurrently throughout the summer.
Promotional marketing
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