Paid Channel Focus Allocation — Display: Oatly launched a display ads campaign called “It’s Like Milk, But Made for Humans” with a total advertising budget of $630K. As a result of this display ad campaign, site traffic from display ads increased by +13,965% from 26 to 3,861 site visits MoM.
Oatly implemented the following tactics to create an engaging display campaign:
In February of 2021, Oatly launched a display ads campaign called “It’s Like Milk, But Made for Humans,” with a total advertising budget of $630K.
With the launch of the new display ads campaign in February, site traffic from display ads increased by +13,965% from 27 to 3,861 visits MoM.
The “It’s Like Milk, But Made for Humans” display ads campaign generated 95M impressions in total with an average CPM of $5.29.
Each display ad was dynamic and spoke directly to the viewer to increase engagement and click-through rates.
Oatly runs multiple display ads on the same website which interact with each other through the use of arrows.
The packaging of the product was highlighted in the display ad. The goal was to increase brand recognition when consumers are shopping at the grocery store.
Oatly created ads that were specifically designed to run on mobile devices.
There were 6 unique landing pages for the “It’s Like Milk, But Made for Humans” display campaign:
The headline of each landing page rewards consumers for clicking on a banner ad and includes fun stats about display advertising such as “0.01% of people click on ads.”
Each landing page was interactive and featured an activity that consumers could participate in such as a tutorial on how to create a puppet out of an Oatly milk carton.
The Ring-a-Ding roulette landing page encouraged people to share their own stories, allowing Oatly to gather user-generated content that could then be used for future campaigns.
A common theme throughout this campaign was that Oatly didn’t hide the fact that their ads were a part of a marketing scheme, they pointed it out and poked fun at it.
100% of the top 10 display sites are news sites, with nydailynews.com taking the lead with a total spend of $216K.