Pebbles™

The objective

Maintain efficient CPMs while hitting frequency goals

Pebbles™ cereal is a popular, colorful, crispy rice cereal from Post Consumer Brands, known for bold flavors like Fruity Pebbles™ and Cocoa Pebbles™.

The goal of the campaign was to reach and break through to parents on TikTok with a variety of TikTok-first creatives.

The solution

Target Frequency within Brand Auction Reach

For this campaign, Pebbles™, in collaboration with its media and measurement firm, Ovative Group, used Target Frequency, a frequency control for the Brand Auction Reach objective that allows advertisers to set how often a user should see their ad within a 7-day window, giving precise control over audience exposure.

By ensuring the number of times a user saw the varied creatives, Pebbles™ sought to build awareness and recall without oversaturating the audience. On the creative side, the brand leaned into meal prep, POV, and other trends that had sufficient "stickiness" among parents.

Driving strong frequency while maintaining efficient CPMs was a key objective for Pebbles™ in 2025, making Target Frequency for Brand Auction Reach the ideal solution. It succeeded on both fronts by sustaining impactful weekly frequency and strong cost efficiency, making it an excellent option for brands aiming to achieve their frequency goals at scale.

The results

Crunching the numbers

Pebbles™ drove measurable impact across the board. The campaign delivered an average weekly frequency of 2.99—1.92x higher than the brand's previous average for frequency cap—while maintaining cost efficiency. It also achieved 6.8 million impressions and drove a 12.7% lift in Ad Recall, nearly doubling the industry benchmark.

Unlike Frequency Caps, which allow you to set the maximum number of times a user will be shown your ad within a set period of time, Target Frequency allows for more precise frequency control.

In this case, Target Frequency consistently outperformed traditional Frequency Caps, achieving a 93% higher average weekly frequency (2.99 vs. 1.55) while staying within the brand's desired range.

It also hit the brand's weekly frequency target of 3, whereas Frequency Caps fell short at 1.55, or 48% below target. CPMs remained largely consistent across both approaches, with Target Frequency CPM about 9% higher than Frequency Caps.