With more than 140 years of history, the Quaker Oats brand has been delivering great food and advertising that works for generations.
The latest opportunity for Quaker? TV streaming. So, the team turned to Roku to help launch a TV streaming campaign moved the needle on sales by reaching a new audience.
The Challenge
Without streaming advertising, the team at parent company PepsiCo knew they were missing potential customers who skewed younger and those without pay TV. In fact, more than half of Roku users don’t have a pay TV subscription.
The Strategy
The Quaker team executed a campaign that was designed to reach completely new and lapsed buyers. This approach was designed to help Quaker reduce the risk of over-exposing existing audiences to the same creative.
The Results
The campaign proved to be a success, especially when NCSolutions measured the impact on incremental sales. Highlights include:
- A 3.9% incremental sales from viewers who saw the ad on Roku
- Only 3% of the Roku audience also was reached via Quaker’s traditional linear campaign
- 12% increase in audience reach
“What was most exciting is that 75% of our incremental sales were from new or lapsed buyers, so, Quaker’s creative was top of mind for buyers, driving buyers into the stores to purchase Quaker over other brands in the category.” - Kate Brady, Head of Media Innovation and Partnership Development, PepsiCo North America
Want to learn more about how Quaker Oats worked with Roku and NCSolutions to drive results? You can watch the full video interview with Roku, NCSolutions, and the Pepsico team here.
