Quaker – #BakedOats

Stirring up Social.

When #BakedOats started trending on TikTok – we knew this was an opportunity too good to miss for our client, Quaker.

As the market leader, Quaker was in a prime position to share their expertise through recipes and own some of the oaty conversation.

TikTok wasn’t in the original plan, but sometimes it makes sense to be reactive to the conversation that consumers are. As a result, this trending moment became the perfect time to launch Quaker’s latest recipe led campaign #ItStartsWithQuakerOats.

Going from idea to execution in less than a week, we launched Quaker Oats on to TikTok showcasing just how tasty and versatile their product can be.

We created a series of Baked Oat recipe filmson TikTok specifically designed for the platform. The beauty of TikTok is that content doesn’t always need the same finish you would find in-feed on Instagram and Facebook, which enables a much more reactive response to a trend.

Each video shared every step of a recipe so viewers could follow along and make their baked oats recipes at home.

The campaign was repurposed across other social platforms including Instagram, Facebook and Twitter… including a branded hashtag challenge and influencer activations to really bring it to life.

Since launching on TikTok, there has been a wave of positive sentiment on the videos with followers showing existing brand love for Quaker, as well as new consumers coming through.

The original recipe films have been viewed over three million times altogether.

Results:

The TikTok launch was the biggest social moment for Quaker in the first quarter of 2021. The apple crumble baked oats recipe alone achieved 764.2k views, 58.3k likes, 103 comments and a great 258 shares.

Key results:

• Setting up a TikTok account has increased brand awareness and driven positive sentiment.

• Since launching on TikTok, there has been a wave of positive sentiment on the videos with followers showing existing brand love for Quaker, as well as new consumers coming through.

• The “Black Forest Gateau” recipe achieving 1.5M views and we saw over 3 million views across the three recipes.