Oatly iKaffe - Decades Edition

Nostalgia-driven limited-edition campaign that increases engagement, collector value and brand love.

Concept description

We developed a nostalgia-driven campaign where Oatly launches a collector's series: Oatly iKaffe - Decades Edition. Each pack represents an iconic decade, 70s, 80s, 90s, 00s, and plays on retro trends that are already dominating TikTok and Instagram.

Nostalgia + limited edition + Oatly's humor = increased engagement and sales.

Ads

The main goal of the campaign is to increase sales of Oatly iKaffe “Decades Edition” by 10% and reach 5,000 units sold. Since the campaign is to drive purchases and reach both new and existing customers, active outbound communication is required in channels where the target group 20 - 35 years old is already in their daily routines.

This is motivated by:

Target group: young adults who live digitally and move around in urban environments

KPIs that are linked to real-world behaviors

Budget: 10,000:-, which requires effective reach

The campaign will run continuously for two months for maximum “top of mind” effect

Outbound channels in the campaign

Digital Outbound

Direct advertisements targeted to the target audience through:

Instagram Reels och Feed Ads

TikTok In-Feed Ads

Youtube Ads

These are outbound because they are actively pushed out to users in the feed, regardless of whether they follow Oatly or not.

Out-of-Home Outbound, OOH

Posters in city centers

Bus stops

Subway stations

How outbound drives KPIs

Outbound advertising:

Drives immediate attention, especially when the target audience is scrolling quickly - the text describes Oatly's strategy: visually strong + humor.

Pushes the campaign offer to both loyal users and new first-time buyers - secondary KPI.

90 Supports sales target through broad reach in a short timeframe - 2 months.

Maximizes the chances of reaching the goal: 10% sales increase and 5000 units sold.