About the Project
Quaker Oats, AMV BBDO and OMD worked with YouTube to reinvigorate the brand and make oats the breakfast of choice for people, wherever they were on their health journey. In an increasingly competitive landscape, people had forgotten about all the benefits of the simple oat. But YouTube helped us to understand and utilise the power of mass customisation, to target different people with messages relevant to their health and wellness needs. In adopting this narrowcast approach, we saw a uplift of 122% in brand interest, as well as an increase in product interest, purchase intent and consideration.