Case Study: Quaker Oats achieves cost-efficient reach and 11.4M earned impressions with Snapchat Audience Filters

Quaker Oats drives efficient reach with Audience Filters

Quaker Oats launched Overnight Oats in summer 2017 and needed a creative, cost‑effective way to introduce the new product to a hyper‑targeted audience of consumers. The challenge was to reach specific groups—like college and young working women, female fitness buffs, convenience seekers, and working moms—with messaging that would resonate at the right moments.

Quaker partnered with Snapchat to run Audience Filters, using Lifestyle Categories and an auction rotation to serve different creative day and night (e.g., “Meal Prepped and Ready” at night and “Morning Hustle Made Easy” in the morning). The campaign drove 11.4 million earned impressions and delivered an eCPM of $2.50, proving the biddable Filters product as a cost‑efficient way to reach the target audience.

Quaker Oats