The US team at General Mills initially adopted ion (September 2010) in order to increase agility, speed-to-market, and ultimately increase overall conversions. Within a few months, the US General Mills team moved from having thirty general landing pages to hundreds of unique landing pages across seven dierent brands. After hearing about the success of the US team (conversion rates up to and beyond 30%), the Canadian team knew they couldn’t pass up the opportunity to work in ion platform as well. For their rst campaign, the Canadian team focused on their Life Made Delicious brand, a new online resource for parents that provides a great selection of tips, games, articles and recipes to help families nd new ways to celebrate and enjoy their time together. Within a few weeks of adopting ion

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