OostaMo makes drinking water more enjoyable and healthier with WaterMates: natural flavor sachets without sugar or artificial additives. Through their app, OostaMo helps consumers build healthy drinking habits. During Concert at SEA, OostaMo tested which message resonated best (USP), through which channel consumers wanted to buy the product, whether they were willing to make the drink themselves, and whether the QR code encouraged purchase.

A remarkable 792 visitors shared their feedback with OostaMo. Two out of the three different advertising themes scored significantly better, with visuals proving to play a larger role than text. The successful advertisements targeted the food profile demographics of ‘Experimenting home chef’ and ‘Trend follower’. Approximately 50-60% of the relevant target groups indicated that they could see themselves making the drink. However, during the test, it was not clearly enough stated that the infusion sachets need to steep for 5 hours. Further research is needed to validate these results. Scanning QR codes hardly led to any orders (18 scans, 0 purchases). This could potentially be due to an unclear call-to-action. The results of the test for the most suitable sales channel are not yet available.

OostaMo will conduct follow-up research on the two target groups: ‘Experimenting home chef’ and ‘Trend follower’. Future communication will focus on the two best-scoring profiles, as will the use of corresponding visuals and messages. To formulate the USP more precisely, a new test needs to be conducted where text and image are tested separately. Additionally, one clear call-to-action must be communicated. A next test could, for example, take place via the webshop, in hospitality venues, or through social media channels. Further next steps include analyzing the results for the sales channels and conducting a follow-up test to try out the most suitable sales channel. Additionally, insights gained can be used for more targeted online advertisements aimed at interested target groups.