Quaker® Oats Culinary

The Objective

Attracting a younger audience for Quaker® on TikTok

Quaker® Culinary faced the challenge of attracting a younger audience, as they observed that their primary consumers were older and not fully utilizing the product's versatility in their routines. To address this, the campaign showcased diverse and creative ways to incorporate Quaker® oats into delicious and varied recipes through TikTok creators.

By focusing on making oats "cool" again, the goal was to reignite interest and drive consumption among younger users. TikTok was the natural partner for this initiative, offering the creators and communities needed to effectively reach and engage this target audience.

The Solution

Revolutionizing communication with TTCX

To achieve this, the brand's strategy focused on creating fresh content that resonated with TikTok users while highlighting the versatility and ease of preparing Quaker® products through short recipe videos. This dual approach was designed to increase awareness and educate consumers about the benefits of Quaker® products in an authentic and relatable way.

The campaign utilized TikTok's creator solutions, allowing Quaker® to tap into the creativity and influence of content creators through TikTok Creative Exchange (TTCX) in collaboration with Influur. These creators were carefully selected to craft content that emphasized the taste, versatility, and simplicity of their products. By giving them the freedom to present these attributes in a natural and compelling way, Quaker® ensured that the message resonated deeply with its target audience.

TikTok Ads Manager and Creative Center played a crucial role in the campaign's planning and execution. These tools enabled Quaker® to closely monitor performance, ensuring that the content not only reached the desired audience but also effectively drove engagement and conversions.

The creative direction and execution of the campaign represented a departure from traditional media, allowing Quaker® to establish a new brand personality that was fun, innovative, and aligned with the TikTok community.

In collaboration with TikTok, Quaker® aimed to revolutionize its communication strategy with a lighter and more inventive approach, helping to shift consumer perception and position oats as a modern, versatile, and fun product.

The Results

Surpassing norms and Amplifying Quaker’s Impact

Quaker® not only achieved a significant increase in sales but also pioneered a new way of presenting oats on the market. The use of content creators added a layer of authenticity and credibility to the message, making it easier for users to see Quaker® as an essential part of their daily routine.

The awareness goal was met, surpassing the current norms we have on TikTok, which proved valuable for the strategy. This campaign ran from December 16, 2023, to January 29, 2024.

• Sales increased by 2 PP (percentage points) during the campaign period.

• +11.8% Ad Recall vs. 7.8% (Food and Beverage) Mexico

• +5.4% Brand Attitude vs. -1.5% BLS for the brand in 2022

• +6.4% Purchase Intent vs. -3.1% BLS for the brand in 2022

**The objective of reducing purchase time from 20 seconds to 15 seconds was a Beta feature available to exclusive clients. This is something that can be activated internally with the TikTok team.

Sources:

- TikTok Marketing Science Mexico, BLS Study, Febrero 2024.

- Internal brand data

This is a TikTok Case Study. Past results do not guarantee or predict future outcomes.