When Oatly set out to partner with KarmaLab to develop an out-of-the-box spam newsletter megathread, they were prepared for community engagement, but the response was overwhelming.
The unique ad formats were highly influential for Oatly. With text ads earning a CTR 150% higher than benchmarks and CPC 69% more efficient than benchmarks, the campaign’s conversations drove conversions.
Oatly’s strategy to pursue an approach to provoking conversation generated monstrously successful engagement numbers. The megathread comment rate, while both positive and negative in sentiment, was exceedingly efficient. These unique ads both embraced and subverted Reddit’s best practices in a way that hit an awesome sweet spot for the brand.
Redditors are always willing to offer an opinion and they didn’t keep quiet about an oat drink newsletter takeover. And sure, many of these opinions were negative, but Oatly valued this part of the conversation, too.
The campaign also drove visitors to their fact-checking website, www.fckoatly.com, and gave Oatly the opportunity to address inaccuracies and criticisms, and continue the conversation. Partnering with Reddit drove conversation and visitation for Oatly and conversation fuels change.