Holiday Oats Case Study

There are certain brands that are synonymous with the products they produce. Which can make it that much more challenging to break away from the usual and introduce a new product line. But this legacy brand knew that using recipes was the perfect way to educate consumers about the benefits of their new millennial-friendly products and packaging!

 
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Campaign Objectives

  • Build awareness of this brand’s products as a healthy lifestyle choice

  • Increase ecommerce engagement with the brand’s new muesli products

  • Build baskets at Amazon.com

When you’re a legacy brand launching a new product to the market, a set of preconceptions may be working against you. While you’ve done the work of establishing yourself as the manufacturer of a breakfast table staple, becoming just as well known for a new product that may align more with the millennial market comes with shaking off the baggage of your heirloom brand reputation.

Enter: Chicory. With our network of 1,000+ recipe sites and over 80M monthly unique users, we’re able to cut a swath of extra-engaged foodies who are browsing millennial-friendly, trending recipes. Think overnight oats, smoothie bowls and other Instagrammable, make-ahead faves.

Using these recipes as an indicator of where food trend followers were lurking, we were able to present ads for this brand’s newly launched muesli product, along with messages about their already beloved product, but with the promise of gluten-free and non-GMO on its updated packaging. Ads appeared in-line whenever “oats” were mentioned in recipes, or appeared as a pairing to recipes that didn’t contain oats, but were otherwise identified as relevant to the foodie audience. All ads were made shoppable at Amazon, so when a user clicked that ad, the brand’s promoted product was placed directly into users’ carts at Amazon.com.

The ads proved effective. The campaign reached nearly 2.5 million shoppers, with thousands taking the action to add the items into their Amazon carts. New product messaging (gluten-free, non-GMO) boasted CTRs 40% higher than other campaigns running during the same time period and the new muesli product alone drove dollars into carts at a rate of 2.4x the campaign spend.

Results

$2.64

Add-to-cart value per dollar spent

95.46%

Successful add-to-cart rate

4,140

Unique add-to-cart engagements



 

What drove success for the brand? First, featured items cost $10 or more. Shoppers engage more with higher priced items and pantry items in online grocery settings. Plus, most shoppers have used Amazon in the past, making the barrier for engagement much less daunting to a consumer.

CHICORY SHOPPER INSIGHTS