CASE STUDY

OTIS OAT MILK

CASE STUDY

The problem

As a newcomer to the New Zealand oat milk market, Otis Oat Milk encountered several hurdles. Firstly, there was limited brand recognition and awareness among the intended audience. Furthermore, the existence of a dominant market leader presented a substantial challenge for Otis Oat Milk to establish its identity and stand out from the competition.

The results

5.4pts brand lift percent – Higher than average FMCG category and Asia Pacific region.

94% YoY increase in sales in the first month of launching conversion campaigns

Improved returning customer rate by 26% in the first year

The goal

Our goal was to establish Otis Oat Milk as a prominent brand in New Zealand’s oat milk market, initially by building strong brand awareness to stand out against key competitors. Following this, the aim was to leverage the increased brand visibility to drive significant sales growth, solidifying Otis’s position in the market.

The strategy

To elevate the Otis story and deepen our understanding of our key demographics, we launched a comprehensive two-month brand awareness initiative across Meta and YouTube platforms. This phase involved meticulous audience identification and creative testing to determine the most effective approaches for engaging our specific target segments. Building on these insights, we crafted a dynamic conversion strategy, underpinned by ongoing A/B testing. This approach allowed us to continuously refine our tactics by integrating the most successful elements into our core campaign.

Additionally, we implemented automated email sequences, designed to foster new customer relationships and bolster retention rates.

As we observed a consistent uptick in sales, our strategy evolved to include Subscriptions. We leveraged our existing customer base, offering them a subscription model that not only maximised profits but also focused on maintaining long-term subscriber loyalty.

“We love working with SOMO. They are what a great partnership is all about: incredibly collaborative, always pushing us to be better and always there when we need them. Highly recommend.”

Hayley Pardoe, Head of Marketing & Sustainability at Otis Oat Milk