The sports fuel company Gatorade followed Instagram and Facebook’s best practices to develop a single video ad for its Thirst Quencher campaign, driving significant views and a significant lift in household penetration and sales.
Gatorade, which replenishes the fluid, carbohydrates and electrolytes lost in sweat, was first developed by scientists at the University of Florida in 1965. Today, the sports drink is sold in more than 80 countries around the world.
lift in household penetration
lift in sales
The objective of this particular campaign was to help Gatorade drive in-store sales of its flagship product, Gatorade Thirst Quencher, as well as online sales through its Amazon store.
For this mobile-first campaign, Gatorade joined forces with its partners at Facebook, media agency OMD and digital agency VML to create a single video ad for both Instagram and Facebook.
The Gatorade team decided to create and focus its strategy around one powerful video. The video was built for News Feed and, in line with Facebook’s best practices, was shot in the square format with heavy branding at the start of the video.
To ensure the ad reached the right people, the Gatorade team used Oracle Data Cloud data to create a Custom Audience of medium and heavy Gatorade purchasers. It then targeted its video ad to people aged 18 or older within this Custom Audience on both Instagram and Facebook. By running its video ad on both Instagram and Facebook, the team was able to efficiently drive penetration and short-term sales lifts.
Gatorade’s strategic and highly focused campaign, which ran from June–July 2016 successfully lifted household penetration by 3.29% and sales by 4.62% (measured by Oracle Data Cloud's ROI campaign analysis). In fact, the company applied what it learned from this campaign to recreate its marketing success again in Q4.