Moms love clogging up their friends’ news feeds with images of their cute babies doing cute things. A website called Life of Dad issued an online challenge to bring dads into the picture, asking them to stack as many cheerios as they could on their sleeping baby and take a photo. The campaign was noticed by Cheerio manufacturer General Mills and a partnership was born.

The campaign generated over 375 million impressions through more than 250 major media publications, as well as over 3.5 million social impressions on the 2016 Father’s Day weekend.