Quaker looks to spark Twitter conversations with new effort

PepsiCo brand uses social to encourage Canadians to do more of what matters

Quaker Canada might be new to Twitter, but the brand hasn’t wasted much time getting into the game since going live on the platform this spring.

The breakfast staple brand has debuted its “#TodayList” campaign, which aims to create a conversation about to-do lists and busy lifestyles—all via promoted tweets.

“For the #TodayList program, we wanted to leverage Twitter both as a platform and also as an organic way to start and facilitate conversations online,” said Andrew Sutherland, senior director, Quaker, PepsiCo Foods Canada, in an email to Marketing.

While Quaker Canada has had a bilingual Facebook presence since September of 2010, the Twitter account was only launched on April 1 of this year.

The brand hadn’t launched a Twitter account before now, because according to Quaker, its core demographic skews a little older and Facebook was the social space that allowed for meaningful conversations and making lasting connections. However, as the brand evolves and becomes “more contemporary,” it has been exploring digital programs and social spaces such as Twitter.

“We want Canadians not only to be part of, but to drive the conversation. Using promoted tweets is a great way to ensure that people from coast-to-coast would be exposed to the program and could start driving content,” said Sutherland.

The #TodayList hashtag—part of a larger, multiplatform marketing plan—reflects a Quaker Canada-led survey (completed via Google Consumer Surveys in April) that suggests 70% of Canadians make to-do lists, but nearly half (46%) admit many of life’s most important tasks never make it on those lists.

“Each day is a new opportunity to do more of the good things that matter, but the pace of modern life sometimes gets in the way,” said Sutherland. “A ‘Today List’ is a commitment to doing one thing that matters today.”

So far, the campaign has shown traction with Canadians: Two YouTube spots (shot with passersby in downtown Toronto) have been watched around 640,000 times in English, and the Twitter promotion has led to nearly 2,000 hashtag mentions.

Likewise, Canadians have responded with more than 1,500 “today lists,” which include things such as spending time with family, working out or spending time outdoors.

Said Sutherland, “We’re thrilled Canadians have embraced the call to action, and every day, we’re seeing more and more commitments to doing things that are important.”

The increased use of social media in Quaker Canada’s overall strategy is also key, as it’s audience is often social-savvy moms with children under 12.

“We know that mom is busy–often trying to balance many things all at once–but we also know that she is social and spends time online: 84% of all Quaker Canada Facebook fans are women. And 44% of our fans are women 25-44,” said Sutherland.

Black Swan has been the lead on the “Today List” program, with the firm developing the concept and the content. Meanwhile, Quaker Canada is still working with it’s agency of record BBDO for advertising, OMD for media and Praxis for PR.

Along with promoted tweets and Facebook trends, Sutherland said the campaign has spots on CTV and banner ads in Metro.

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