In the fast-moving consumer goods (CPG) industry, where competition is fierce and brand loyalty can be fleeting, digital public relations has emerged as an essential tool for gaining consumer trust, building brand awareness, and fostering long-term relationships with customers. Digital PR involves managing a brand’s online presence, enhancing its reputation, and leveraging digital channels to create meaningful connections with audiences. For CPG brands, where products often serve functional needs rather than evoking deep emotional connections, digital PR must be strategic, authentic, and engaging.
One of the most compelling examples of digital PR done well in the CPG space is Oatly, the Swedish oat milk brand that has redefined how a plant-based product can disrupt a heavily competitive category. Oatly’s digital PR strategy is a case study in how a brand can use digital platforms, social media, influencer marketing, and creative content to connect with a modern consumer base, while also taking bold stances on social and environmental issues. Through a combination of humor, controversy, and genuine brand values, Oatly has successfully used digital PR to craft an authentic and disruptive identity, which has fueled its growth and market share in the competitive beverage sector.
This op-ed will explore how Oatly’s digital PR strategy exemplifies best practices in the CPG industry. We will analyze Oatly’s use of social media platforms, influencer collaborations, storytelling, content marketing, and its bold approach to environmental and societal issues. We’ll also examine the lessons that other CPG brands can learn from Oatly’s approach and how they can apply similar strategies to drive success in their own digital PR efforts.
The Digital PR Landscape for CPG Brands
The CPG sector encompasses a broad range of products, from food and beverages to personal care and household goods. The challenge for these brands is that the consumer landscape is increasingly cluttered with options, and standing out requires more than just product quality—it requires a story, a voice, and a connection to the consumer that goes beyond the transactional. As more people turn to online platforms to research products, make purchases, and share experiences, CPG brands must embrace digital PR as a central part of their marketing strategy.
In the past, traditional PR and advertising dominated the CPG space, with TV commercials, billboards, and in-store promotions being the primary methods of communication. However, in recent years, digital PR has gained prominence as more consumers engage with brands through digital touchpoints, such as social media, blogs, and online forums. Digital PR offers CPG brands the ability to interact directly with their audiences, share engaging content, and participate in real-time conversations.
The benefits of digital PR for CPG brands are significant. First, it allows brands to reach a wider, more diverse audience. Second, it provides opportunities for more targeted and personalized messaging. Finally, digital PR can be a more cost-effective way to promote products, as brands can engage with their audience without relying solely on traditional advertising channels. However, it requires a nuanced understanding of digital platforms, storytelling, and community engagement.
Oatly’s approach to digital PR in the CPG space is a perfect example of how a brand can successfully leverage digital channels to disrupt the status quo and make a lasting impact.
Oatly’s Digital PR Strategy: A Deep Dive
Oatly’s digital PR strategy is rooted in authenticity, creativity, and a commitment to social and environmental responsibility. The brand’s success is a testament to how disruptive messaging, smart use of social media, and an unwavering focus on values can combine to create a powerful marketing force. Let’s break down how Oatly effectively employs digital PR across several key areas:
1. Social Media Engagement: Creating a Conversation
Oatly has mastered the art of social media engagement, using platforms like Instagram, Twitter, Facebook, and TikTok to generate buzz, spark conversation, and engage with its audience in a way that feels natural, not forced. Instead of simply posting product-focused content, Oatly’s social media presence revolves around creating conversations about bigger issues such as sustainability, animal rights, and the environmental impact of dairy farming.
One of the brand’s most notable social media tactics is its use of humor and irreverence. Oatly has developed a distinctive voice that’s witty, bold, and often cheeky—qualities that make the brand stand out in a sea of more polished, corporate messaging. This approach is particularly evident on Instagram, where Oatly uses playful copy, quirky illustrations, and catchy headlines to engage its audience in a light-hearted but meaningful way.
For example, Oatly’s Instagram page frequently features posts that challenge traditional food industry norms, using memes, humorous takes on current events, and even tongue-in-cheek commentary on the company’s own growth. Posts like “We can’t believe we’re still talking about plant-based milk, but here we are” or “This isn’t milk. It’s oatmilk” allow Oatly to engage with its audience while poking fun at itself and the world around it. This creates an approachable, friendly, and relatable tone that resonates with younger consumers who are increasingly looking for authenticity in the brands they support.
Oatly’s success on social media stems from its ability to not just promote products but to build a conversation around the brand’s values. By focusing on what matters to their audience—issues like environmentalism, sustainability, and animal rights—Oatly positions itself as a thought leader and a brand that stands for something bigger than just its product line.
2. Influencer Marketing: Aligning with Like-Minded Creators
Influencer marketing is another key pillar of Oatly’s digital PR strategy. The brand has been strategic in selecting influencers who align with its core values and who have strong, authentic connections with their followers. Rather than working with traditional celebrities or influencers who might seem out of touch with the brand’s ethos, Oatly focuses on creators who resonate with its environmentally conscious, health-conscious, and socially aware audience.
Oatly’s approach to influencer marketing is less about large-scale product giveaways or traditional paid partnerships and more about cultivating long-term relationships with influencers who share the brand’s values. This aligns with Oatly’s goal of authenticity—its influencer collaborations are not simply transactional, but rather an extension of the brand’s commitment to sustainability and conscious consumerism.
For example, Oatly has worked with plant-based chefs, environmental advocates, and sustainability-focused influencers who use their platforms to promote healthier, more ethical lifestyles. These influencers are not just pushing the product but are engaging in a larger conversation about food, sustainability, and the environment—areas in which Oatly is actively involved. This helps foster a deeper connection between the brand and its audience, as influencers speak to the audience in a voice that feels personal, genuine, and authentic.
Additionally, Oatly has leveraged micro-influencers—individuals with smaller but highly engaged followings—who can create authentic, organic content that feels more relatable. These influencers often have more intimate, trusted relationships with their followers, making them an ideal fit for a brand like Oatly that values authenticity and transparency.
3. Controversial Advertising: Standing for Something
Oatly’s willingness to take a controversial stance has also been a key driver of its digital PR success. In an industry that often relies on safe, sanitized messaging, Oatly has embraced bold, provocative marketing campaigns that challenge the status quo and spark conversations. This is perhaps best illustrated by its infamous “Wow, No Cow” campaign, which took aim at the dairy industry and promoted oat milk as a more sustainable alternative to cow’s milk.
The campaign was a breath of fresh air in a crowded CPG landscape, where most beverage brands were reluctant to step outside the lines of convention. Oatly, on the other hand, positioned itself as the disruptor—a brand that wasn’t afraid to challenge the norms of the dairy and plant-based milk industries. The campaign generated significant media coverage and online buzz, creating a viral moment that was hard to ignore.
By embracing controversy, Oatly not only drew attention to itself but also sparked a broader conversation about sustainability, climate change, and the impact of animal agriculture. This helped the brand build a loyal community of consumers who are aligned with its mission to promote plant-based, environmentally friendly products. The result was a significant boost in brand visibility, both online and offline, and a sharp increase in market share.
4. Storytelling: Connecting with Consumers on an Emotional Level
At its core, Oatly’s digital PR strategy is built around the art of storytelling. The brand doesn’t just sell oat milk—it tells a compelling narrative about the future of food, the environment, and sustainability. Through its content, Oatly communicates a sense of urgency around climate change and the need to transition to more sustainable food production methods.
One of the most effective ways Oatly tells its story is through video content, where it highlights the journey of its oats from farm to product. These videos are often paired with educational information about the environmental benefits of switching to plant-based alternatives, showcasing how Oatly’s products help reduce water usage, greenhouse gas emissions, and other environmental impacts.
The brand’s storytelling extends beyond product features—it’s about building a narrative that aligns with the values and concerns of its target audience. Whether it’s through the humorous voice of its social media posts or the serious messaging around sustainability in its video content, Oatly’s storytelling connects on an emotional level with consumers who are passionate about making a difference.
5. Community Engagement and Customer Service
Oatly excels in fostering a sense of community among its customers. The brand’s commitment to transparency and customer engagement is evident in the way it responds to consumer feedback, both online and offline. Whether it’s through Instagram comments, Twitter conversations, or customer service inquiries, Oatly actively engages with its audience, offering personalized responses and acknowledging both positive and negative feedback.
This two-way communication helps build a sense of trust and loyalty with consumers. By being responsive and transparent, Oatly creates a brand experience that feels more like a conversation than a transaction. This approach humanizes the brand, making it feel approachable and customer-centric.
Lessons for Other CPG Brands
Oatly’s digital PR strategy offers several valuable lessons for other CPG brands looking to elevate their digital presence and foster deeper connections with their customers:
- Be Authentic: Authenticity is critical. Consumers are increasingly skeptical of brands that come across as disingenuous. By embracing an authentic voice, standing for something meaningful, and building genuine relationships with influencers, Oatly has cultivated trust with its audience.
- Engage in Conversations: Successful digital PR is about creating conversations, not just pushing products. Oatly’s social media presence is an excellent example of how a brand can engage with its audience on a deeper level by talking about values, sustainability, and social issues that matter.
- Don’t Be Afraid to Be Controversial: In a crowded market, it’s essential to stand out. Oatly’s willingness to take bold, controversial stances on issues like the dairy industry has helped the brand gain attention and build a unique identity.
- Invest in Storytelling: A compelling narrative can elevate your brand and connect with consumers on an emotional level. Oatly’s focus on storytelling around sustainability and climate change resonates deeply with its audience, creating a sense of purpose and urgency.
- Foster Community Engagement: Building relationships with customers is key to brand loyalty. By engaging with its audience in a transparent and responsive way, Oatly has cultivated a community of passionate, loyal consumers.
In the competitive CPG space, digital PR offers brands a powerful opportunity to connect with consumers, build brand loyalty, and drive growth. Oatly’s digital PR strategy serves as a prime example of how a brand can leverage social media, influencer marketing, content creation, and bold messaging to disrupt an industry and forge strong, meaningful connections with its audience. By embracing authenticity, creativity, and a commitment to values, Oatly has set the standard for how CPG brands can use digital PR to create lasting impact in the marketplace.
For other CPG brands looking to replicate Oatly’s success, the key is to understand that today’s consumers are not just looking for products—they are looking for brands that align with their values, engage with them authentically, and contribute to the greater good. By embracing these principles, CPG brands can stand out in an increasingly crowded marketplace and build lasting relationships with their customers.
