Bokomo Oats Case Study
Objective:
In 2022, Bokomo celebrated its 100th birthday. For a century the brand has been sharing the goodness with South Africans with a full basket range of products, bringing that goodness to the breakfast table year after year.
One of those products is Bokomo Oats. We were tasked to build their story, create awareness about the product and rejuvenate and reposition Bokomo Oats for consumers.
The problem identified was that when people thought of "oats", other brands sprung to mind. So, how do we change this mindset and create awareness of the Bokomo brand of Oats, disrupting the category and revolutionising the way people think of this versatile grain.
Insight:
We all have our way of doing things, some out of habit others born out of family traditions. Often when something has been a certain way for a long time, we struggle to see it any differently and we cannot break that routine of thought.
For years people have been making oats their way, which we love. But there is so much more to oats than we know.
Sometimes a good thing needs a little shake-up to stay relevant, and the goodness will keep going on and on, from one generation to the next.
So we decided to give oats a new perspective.
Solution/Idea:
THE GOODNESS OF OATS - MADE YOUR WAY
We all think we know how things should be done and often times stuck in our ways. But the Goodness of Bokomo Oats is variety. Bokomo is about creating a culture where there is so much more to oats than we think or know. No way is right or wrong because the goodness is there, no matter what, purely because it is Bokomo Oats.
We gave consumers a new perspective and rejuvenated Bokomo Oats by challenging them on how they enjoy the goodness of Bokomo Oats for breakfast.
Visually we wanted to challenge peoples perception of what is possible with Bokomo Oats. So the visuals had to be striking and place the various breakfast oats creations front and centre. We wanted consumers to look at them and see all the goodness they can create with Bokomo Oats and all the possibilities when you choose to make Bokomo Oats your way.
Then, We needed to build the Bokomo Oats story on digital platforms and create awareness of the product and its possibilities around the breakfast table and breakfast time.
We created a digital campaign for Bokomo Oats that spoke to the goodness of the product, while being disruptive to drive awareness for the brand and product offering. The Bokomo Breakfast Table live series featured four influencer guests sharing the goodness of Bokomo Oats through reinvention, imagination and fun.
We created exciting challenges that would put our influencers, audiences and Bokomo Oats to the test, discovering the goodness of #oatsyourway. We also added in some extra content in between, creating the perfect combination of education, reach and engagement.
Results:
Each episode and piece of content featured unique content that drove home the "Bokomo Oats made your way" messaging & sentiment. We got people reimagining the possibilities of the product beyond the breakfast table.
