General Mills’ relationship with the NPF stretches back more than a decade. And in 2022, that relationship evolved to include support from Fire TV and Amazon Ads. In 2022, during unBoxed, the flagship Amazon Ads event, the General Mills team learned about the Stream It Forward programme. Through Stream It Forward, Fire TV works with brand sponsors and content providers to raise money for a brand’s chosen charity.
“We saw this as an opportunity to authentically connect streaming with sustainability and Earth Day initiatives, and our brands pride themselves on being connected to cause-marketing efforts,” says Jamie Needham, a senior manager of customer marketing at General Mills.
Fire TV and General Mills worked with Prime Video to select nine nature titles that can educate and inspire viewers during Earth Month. Among the titles that audiences can stream for a good cause are Wildest Places, a 2019 nature docuseries showcasing extraordinary natural habitats, and The Pollinators, a documentary about beekeepers. Throughout the campaign, these titles saw a 30% increase in streaming, and Stream It Forward reached its goal of raising $100,000 for the NPF, with General Mills matching that donation.1
“It’s education, but we’re also giving consumers the opportunity to give to national parks,” Needham said. “If we can’t bring people to the park, how can we bring the park to them? And streaming is the perfect opportunity to do that; we’re helping to provide experiences to people who may not be able to get out into nature.”