If you haven’t heard about the marketing campaign Oatly ran on Reddit, Inc. have a look! It’s a great example of modern marketing innovation that brilliantly combines channel selection, format and creative.
Oatly has an irreverent and direct tone of voice. They don’t shy away from self-deprecating humour which reflects a high level of confidence in their brand’s positioning and connects to their history as a startup that challenged the status quo in the world of milk.
To say Reddit users love to share their opinions openly is an understatement! And so, firmly adopting the adage that any publicity is good publicity, Oatly launched a mega thread on Reddit about absolute nonsense, and left the comments on.
The result has been a huge amount of interest both within the Reddit world and outside of it. A sentiment analysis would probably reveal a split most brand managers would be uncomfortable with. But the reality is that it’s boosted awareness, salience, and made people smile.