The brand Oatly has conquered the world in a relatively short amount of time; last year, the company’s revenue increased by 52.6%. Although the favourable market conditions have contributed to this success to some degree – after all, ‘regular’ milk is not particularly good for the environment – this…
We all know Oatly, the oat milk brand that raises the bar in creativity and is sold out everywhere. Oatly is not just a short-term hit; it has been growing like crazy over the past years and is expected to stay thanks to the lifestyle-driven purpose and them having fun creating content and interacting with their audiences.
Check out their socials, especially LinkedIn, where they engage very naturally with the business audiences. Be surprised by the content on the packaging; it changes frequently and tells an important story. Google on their DOOH content and their amazing abris. It’s a love brand, and its content is the benchmark for ‘creativity having fun’.
Somewhere I read they have a content team of 52 people. Unfortunately, I can’t find the source anymore. This shows that if you want to excel with content, you have to invest wisely.
Next to their huge team, they are rebellious. Quote: ‘what if I were to get rid of the marketing department entirely? That would create a whole lot of room to have some fun. After all, they are always ruining my work. Suddenly, creative people stood at the helm of a food company.’
Below is a copy-paste inspiring read on Oatlys’ decisions and how they became a lifestyle brand instead of a product-driven brand. Stolen with pride and giving credits where credits are due.
identity your customers’ problem. open with their problem, not with yourself. what is their problem you are going to solve? ‘most business struggle with… ”you know a lot of people ….’ be specific, do not be vague, no jargon. do keep it simple and to the point make sure it is a pain point ‘that’s me, I have that’ soundbite: make it shore
Most businesses struggle to talk about what they offer, … Pet owners are concerned about what their pets are really eating, … Most people can’t get their head around their future, … Nobody likes to haggle with a car salesman, …
explain your plan to help them. here is what we do that solves your problem. ‘I help them… ‘ ‘ we have he product’ make it feel like a new idea make it understandable make it brief
… we have a process that helps them clarify their message, … … so we source our pet food from trusted, local vendors, … … so we created a financial map that puts all your info on a weekly dashboard, … … so we removed the salesman entirely. you can choose and test drive a car hassle-free, …
successful ending to the story. happy ending make it the ‘controlling idea’ of your business. the motivator of the company make it about the benefit, make it tangible makke it something they want make it brief
… so their companies start growing again. … which ensures your pet stays happy and healthy. … giving your peace of mind about your finances. … so you have a peaceful experience getting the car you want.
MEMORIZE IT, follow by a call to action.
Practice with strangers, tell them your oneliner and ask them what they think you do.
How Asics developed running shoes specific for females.
‘Until recently, most running shoes for women were just smaller versions of men’s shoes. But as we come to understand the structural and hormonal differences between men and women, running shoes are fast becoming more female-friendly.
Over the past decade, scientific research has shown that women have different gait patterns and lower-limb biomechanics than men. This means that the way women run is significantly different, and it also helps explain why female runners have distinct injury patterns. ASICS is taking a gender-specific approach to designing running shoes, with the aim of improving women’s performance, comfort and safety.’
“They recruited 4,063 pilots from Wright Air Force Base, Ohio and measured them on 140 different metrics in order to estimate the size of the average pilot in 1950.
Daniels isolated the 10 most important variables – things like shoe size and leg length – and looked at how many pilots were average on all counts. He generously defined average as the 30% of people nearest to the mean.
The answer? Zero. There wasn’t a single pilot average on all metrics. Even when Daniels analysed just three metrics, only 3.5% of pilots were average on all counts.
Daniels concluded that the search for an average pilot was pointless. There was no such person. If you designed for the average user, then the result was perfectly suited to no-one.“
If you aim for average your marketing campaigns will serve no one well
Behavioural insights show targeting the average consumer can backfire among key groups, even it succeeds among the majority.
All you need to know about Instagram. Nice stats, overview average likes, engagement rates, video versus other content, influencers and more. Interesting report with great analytics to use in a deck. Source of the report: https://blog.hubspot.com/marketing/instagram-stats
Each Hype Cycle drills down into the five key phases of a technology’s life cycle.
Innovation Trigger: A potential technology breakthrough kicks things off. Early proof-of-concept stories and media interest trigger significant publicity. Often no usable products exist and commercial viability is unproven.
Peak of Inflated Expectations: Early publicity produces a number of success stories — often accompanied by scores of failures. Some companies take action; many do not.
Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters.
Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Second- and third-generation products appear from technology providers. More enterprises fund pilots; conservative companies remain cautious.
Plateau of Productivity: Mainstream adoption starts to take off. Criteria for assessing provider viability are more clearly defined. The technology’s broad market applicability and relevance are clearly paying off.
Deze aflevering draait volledig om het ontwikkelen van je contentstrategie. Fleur Willemijn van Beinum werkte voor grote partijen als KLM, Delta Lloyd en eBay. Tot voor kort zat ze bij Unilever als Global Content Strateeg. Momenteel ad interim bij ABN Amro als Social Business Strateeg. In haar loopbaan is er een gemeenschappelijke deler te ontdekken: content.