The starting point
In a fiercely contested market, ROAS in the classic social media channels was in places declining or flat. Oatsome wanted to reach new audiences more efficiently.
About Oatsome
Oatsome is a Frankfurt breakfast brand, founded in 2017, known above all for freeze-dried smoothie bowls and porridge. It sells direct to consumers; the product is cheap enough for an impulse purchase and expensive enough that repeat orders have to add up. The market is crowded: breakfast products compete not only with each other but with everything else that is quick in the morning.
Our approach
We built YouTube up as a new channel through creator partnerships, sharpened the briefings and the storytelling, and focused on communities that fit Oatsome's morning routine and product world.
A new channel rather than more pressure in the old one
When ROAS falls in a channel, the obvious reaction is to raise the budget or swap the creatives. Both intensify the same competition. An additional channel, by contrast, opens up demand that was never addressed before.
The moment beats the product argument
It is not the ingredients that sell the bowl but the situation: little time, and still something decent. Creators whose everyday life is exactly that need no ad script for it.
The briefing is the lever
Between an integration that sticks and one that slips past, the difference is rarely the creator and usually the briefing. It decides whether the product benefit comes across intelligibly at all.
