Oatly pours a glass of success on RED

Oatly is an established brand which has poisoned its oat milk products to be paired with coffee in various ways, and consumers have embraced them. However, they posed the question: can oat milk only go with coffee? To broaden its appeal to young consumers, Oatly anticipates expanding the variety of its products and scenarios.

As an inspirational virtual encyclopaedia, Xiaohongshu (RED) provides Oatly with a steady influx of new ideas. For instance, the platform’s hot live scenes in ‘2022 Top 10 Life Trends’ can help Oatly gain a deeper understanding of user preferences, allowing the company to communicate its product propositions based on the influence of consumers. In addition, the brand has consistently advanced product innovation with the help of better social media attributes, distinct and diverse living situations, and authentic user voices.

Through exploration in Xiaohongshu, Oatly has discovered opportunities for discussions across multiple dimensions. In conjunction with ‘Cherry Blossoms’, ‘Distinct Oat Milk’, and other thematic hot trends, and through continuous exploration and practice, it adopted a marketing strategy with ‘Lifestyles’ as the communication origin to further expand the new track of plant-based products. This strategy included lifestyle labels such as ‘Oat Latte’, ‘Drink DIY’, ‘Breakfast/sports Essential’, and ‘Low-fat Environment-friendly Drinks’, with ‘Little Grey Milk’ becoming a prominent brand product label.

Moreover, with the help of baristas with unique ideas for high quality, the story of Oatly is woven into more life scenarios through cups of oatmeal lattes with sustainable and healthy labelling. The label ‘Little Grey Milk’ has had over 30 million network exposures.

In addition, Oatly launched a combination of spring cherry blossom capsule coffee on e-commerce platforms to coincide with the popularity of cherry blossom festivals. Through a platform search for ‘Oatly cherry blossom season’, consumers can instantly browse and purchase related products, increasing brand awareness and ecommerce revenues.