Oatmeal is traditionally seen as a hot cereal and thus usage is highest when temperatures start dropping. The rise of Overnight Oats, the cold preparation of oatmeal by soaking it in milk/yogurt/milk substitute overnight, presented an opportunity to promote increased summer usage amongst consumers who already purchase the product.
To do so, we employed a differentiated messaging approach across Facebook based on day-parting and audience segmentation by purchase behavior.[res_embed][/res_embed]
The 4-month long campaign garnered 275MM impressions and, overall, exposed households responded with a sales lift above the respective control populations that beat DLXs ‘Food’ Lift Median by 53%.