How Oatly Became a $206M Enterprise Using THIS Genius Marketing Strategy

Do you want to learn from a brand that not only reshaped the whole market, but also pocketed a cool $206 million in the process? Well, grab your favorite plant based snack and get comfy. We're about to dive deep into the world of Oatly, a trailblazer that turned oats into gold with some genius marketing strategies. Oatly was started by a group of Swedish researchers who were seeking sustainable alternatives to traditional milk in the 1990s. They now sell their oat products in over 20 countries. From its humble beginnings, Oatly has grown into a global brand. But how did they do it? Strategy 1 unique brand voice and Authentic Messaging Oatly maintains a consistent, distinctive brand voice across all marketing channels, be it on their packaging, website, social media or even their TV commercials. Wow. Wow. No cow. The voice is conversational, light hearted, opinionated and playful. This makes the brand more approachable and resonates with its target audience. Take their Help dad campaign for example. This innovative and humorous campaign targeted teens with the aim of motivating them to encourage their fathers to switch to plant based milk. Despite certain criticisms that labeled the campaign as somewhat narrow minded and ageist, Oatley's unapologetic tone and audacious messaging remained prominent, reinforcing the brand's personality and positioning. This spirit is also present in their Stop Plant Based Censorship campaign. The campaign was launched by Oatly in response to the European Parliament's October 2020 vote in favor of Amendment 171, a proposal calling for heavy restrictions on plant based food. They raised awareness by showing the potential consequences of the ban and encouraging the public to sign a petition against the proposal. They also confirmed that people could in fact tell the difference between oat drink and milk. Through focus groups, the campaign rallied nearly half a million signatures, leading to a withdrawal of the amendment by the European Parliament in May 2021. Clearly, Oatly's unique brand voice is the winner. But what else did they do? Targeted strategic partnerships it's all about the right partners. Instead of just throwing their brand name around, hoping it would stick to something or someone, Oatley came up with a focused plan. They zeroed in on coffee shops, understanding that they were hotspots for people looking for dairy alternatives. Through baristas, they positioned themselves as the best alternatives to dairy, effectively reaching their desired customer base in a unique, fun and new way. But it didn't stop there. They went a step further by not just providing their product to coffee shops, but instead developing a special product exclusively for them. The barista blend. This version of their oat milk is thicker than traditional products, allowing baristas to create better and more attractive coffees. Hold on, hold on. Now. Look, I'm not an oat milk aficionado out here, but they're talking a really big game. Let me try this. Oh, yeah, that's pretty good. That's pretty good, actually. Pretty good. By targeting baristas instead of coffee drinkers, Oatley was able to turn turn coffee shops into distribution channels for their products. By creating something specifically for the barista, they were able to get into the shops and introduce the new product to coffee drinkers. Oatley's strategy ensured its product wasn't just available in stores, but became a preferred choice for the baristas, actually making the drinks, boosting its visibility and acceptance among customers. Strategic partnerships have clearly given Oatley a strong presence in cafes worldwide. But how does the brand maintain its relationship with its customers? Strategy 3 Create community with social media Oatly is a pro at sparking online conversations that mirror their beliefs and click with their Crowd. Back in 2018, they created an Instagram space just for baristas, cleverly linking it with their move to get Oatly into coffee shops. Hey barista and everyone else, we've created a new Instagram account all about baristas and and it even has a website to go along with it. Neither one even mentions our Barista Edition oat milk because we thought it would be way more interesting to take a break from telling you about ourselves and our products and instead focus on the stories, dreams, ideas and aspirations of the baristas, roasters, coffee shop owners, and all the other amazing people that make the coffee industry what it is. Like Owner barista at Pinnacle Coffee, San Francisco Bobby Valentino here. Hope you'll check it all out at hey barista mag&heybarista.com this Instacorner gives coffee experts a place to mingle, trade tips or simply hang out, helping to strengthen Oatly's brand image and values. By using social media in such a creative way, they not only keep their key crowd engaged, but also keep reminding everyone else about their pledge to build a community around their brand and spark open dialogues. While you may not be able to turn oats into gold, there are three ways low cost universal lessons that you can use to help your business shine. Lesson 1 craft an authentic and distinctive brand voice. The tone and personality you use in your messaging can significantly influence how your audience perceives your brand. Oatly's conversational and lighthearted brand voice makes them more approachable and resonates well with their target audience. You can start by defining your brand's core values and personality. Consider your target audience and how they communicate. Adopt a consistent tone across all platforms that is both reflective of your brand and appealing to your audience. An easy hack to ensure brand consistency is to use online tools like Grammarly's Tone Detector. You can use it to check your brand's tone in your messaging. Remember, it doesn't cost money to be consistent, playful or engaging in your messaging. Lesson 2 Leverage targeted partnerships Strategic partnerships can help you reach your desired customer base way more effectively. Oatley's collaboration with artisanal coffee shops allowed them to position their products directly to customers seeking dairy alternatives. Identify potential partners that align with your brand and have access to your target audience. These don't have to be big businesses. Think about partnering with a local community, event, festival or meetup group that aligns with your brand values. You can then offer free samples that will make your brand memorable to that Target audience. Lesson 3 Create community through Social Media Digital platforms are an excellent medium to reinforce your brand principles and engage with your audience creatively. Oatly uses these platforms like social media to spark conversations that align with their brand values and resonate with their audience. Make the most of free social media platforms to engage with your audience by creating interesting, shareable content that reflects your brand's values. You can utilize user generated content here. Run a photo contest on social media where your followers submit pictures related to your brand or products. This not only provides you with free content, but also directly engages your audience and broadens your reach. Use these platforms not only to promote your product, but also to create a community around your brand. Creativity doesn't necessarily require a big old budget. These strategies are not just for brands with millions of followers. And there you have it. Some of Oatly's smooth as Oat milk marketing strategies craft a unique brand voice, smartly leverage partnerships and creatively utilize digital platforms. Oatly is now a giant with plans to create the world's largest oat milk factory and has expanded its reach to extend to partnerships with McDonald's and Starbucks, with both companies offering the Barista Blend. Remember, if you can keep it authentic, strategic and creative even in a crowded market, you're definitely going to make a splash. Comment down below to let me know which brand you'd like to see me dive into next. Until next time, bye bye. I can't find this client info.

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