When Triarc was approached, the brand quite simply did not exist. We were trusted with ideation and branding down the most granular level. Our goal was simple: make the brand instagrammable.
We took the combined expertise of the Triarc team and determined what Flavors, trends, and design principles would work best for a product that would be entirely marketed on Instagram. Then we built it from the ground up.
In an era of short social media attention spans and rapid consumer purchasing decisions, creating an entire product around the premise of making it "Instagram-able" was an unconventional strategy that paid off in the long term.
If the goal is user-generated content, the question is how to motivate consumers.
Our strategy focused on getting the product into people’s hands, eliciting content, reposting it, and then monetizing it so that other consumers experienced some degree of FOMO. Launching a brand during a pandemic isn’t easy, but we found that social media momentum was a decent replacement for experiential marketing.
Influencers are an essential tool for creating testimonial content that can be repurposed for various platforms. Working with influencers as part of the launch strategy since day one.
Overnight Oats Bar influencers worked with the Triarc team to orchestrate product giveaways and feature retail opportunities. Funneling giveaways through influencer profiles was an effective way to get bars in the hands of specific audiences.
First impressions are essential, and when the Triarc media team began creating content, there was no precedent to reference.
If there’s no box to think outside of, we’ll go ahead and create one. Using Instagram as the endpoint medium, the team focused on vertical content well suited to ‘feeds’ and ‘stories’. In terms of content type, our entire focus was lifestyle rather than studio to increase user-generated content.
Rapid retail expansion should be paired with brand awareness campaigns in much the same way that Overnight Oats should be paired with fruit. Our job was to make sure people knew just how tasty the bars are.
Initially, our campaigns were geofenced and customized to each retailer, but as new accounts have come in, we have shifted our model. Given the high saturation of the product nationwide, our campaigns are only focused on specific demographics, no geofencing necessary.
Many bars look the same, but not all are created equal- using the Overnight Oats Bar design assets to keep digital content unique is part of our process.
Our design team created social media graphics, illustrations, advertisements, and other content types to improve brand recall. This design-forward practice is a tried and true method for brand recognition on crowded shelves.
The Triarc copywriting approach had three primary objectives: educating the consumer, improve website visibility, and SEO.
Copywriting covered a variety of blog topics, from recipe ideas to the science behind overnight oats. Working with influencers to feature their recipes was a process that drove new visitors to the site thanks to the exclusivity of the content.