The truth about
High-Low Engagement
The truth about
High-Low Engagement
The truth about
High-Low Engagement
In marketing school we were taught about Low and High engagement products
In marketing school we were taught about Low and High engagement products
In marketing school we were taught about Low and High engagement products
Low Engagement
Low Engagement
Low Engagement
Something recurring, like a toothbrush, milk and toilet paper (I hope you all buy toilet paper). 🧻
Something recurring, like a toothbrush, milk and toilet paper (I hope you all buy toilet paper). 🧻
Something recurring, like a toothbrush, milk and toilet paper (I hope you all buy toilet paper). 🧻
High engagement
High engagement
High engagement
Something that requires more thought process behind it, such as a car or a house. 🏡
Something that requires more thought process behind it, such as a car or a house. 🏡
Something that requires more thought process behind it, such as a car or a house. 🏡
This does not hold true anymore
This does not hold true anymore
This does not hold true anymore
One great example of a company that changed the way we engage in buying a product is Oatly.
They made buying milk a high engagement effort.
Their product is not rocket science 🚀, but their brand kind of is.
One great example of a company that changed the way we engage in buying a product is Oatly.
They made buying milk a high engagement effort.
Their product is not rocket science 🚀, but their brand kind of is.
One great example of a company that changed the way we engage in buying a product is Oatly.
They made buying milk a high engagement effort.
Their product is not rocket science 🚀, but their brand kind of is.
So, how did Oatly do it?
So, how did Oatly do it?
So, how did Oatly do it?
Challenging the Category with a New Identity
Challenging the Category with a New Identity
Challenging the Category with a New Identity
Instead of positioning themselves as just another dairy alternative, Oatly branded themselves as an activist brand, challenging the dairy industry directly.
Their rebellious tone of voice, self-aware branding, and "It’s like milk but made for humans" campaign disrupted the market and created instant buzz.
Instead of positioning themselves as just another dairy alternative, Oatly branded themselves as an activist brand, challenging the dairy industry directly.
Their rebellious tone of voice, self-aware branding, and "It’s like milk but made for humans" campaign disrupted the market and created instant buzz.
Instead of positioning themselves as just another dairy alternative, Oatly branded themselves as an activist brand, challenging the dairy industry directly.
Their rebellious tone of voice, self-aware branding, and "It’s like milk but made for humans" campaign disrupted the market and created instant buzz.
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Distinctive & Relatable Branding
Distinctive & Relatable Branding
Distinctive & Relatable Branding
Oatly’s packaging is hand-drawn, informal, and fun—unlike the clinical or eco-friendly aesthetic of other plant-based products.
The brand voice feels like a friend talking to you, making oat milk feel personal and engaging rather than just a functional product.
Oatly’s packaging is hand-drawn, informal, and fun—unlike the clinical or eco-friendly aesthetic of other plant-based products.
The brand voice feels like a friend talking to you, making oat milk feel personal and engaging rather than just a functional product.
Oatly’s packaging is hand-drawn, informal, and fun—unlike the clinical or eco-friendly aesthetic of other plant-based products.
The brand voice feels like a friend talking to you, making oat milk feel personal and engaging rather than just a functional product.
Cultural Relevance & Controversy
Cultural Relevance & Controversy
Cultural Relevance & Controversy
They didn’t just sell oat milk; they started cultural conversations around sustainability, health, and the absurdity of the dairy industry.
Legal battles with the Swedish dairy lobby, outspoken activism, and bold outdoor ads ("No milk. No badness.") made them stand out.
They didn’t just sell oat milk; they started cultural conversations around sustainability, health, and the absurdity of the dairy industry.
Legal battles with the Swedish dairy lobby, outspoken activism, and bold outdoor ads ("No milk. No badness.") made them stand out.
They didn’t just sell oat milk; they started cultural conversations around sustainability, health, and the absurdity of the dairy industry.
Legal battles with the Swedish dairy lobby, outspoken activism, and bold outdoor ads ("No milk. No badness.") made them stand out.
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Strategic Placement & Barista Love
Strategic Placement & Barista Love
Strategic Placement & Barista Love
Instead of just supermarket shelves, Oatly prioritised cafes and coffee shops, making their Barista Edition the go-to choice for coffee lovers.
This move made Oatly the default oat milk in specialty coffee spaces, where trends and habits start.
Instead of just supermarket shelves, Oatly prioritised cafes and coffee shops, making their Barista Edition the go-to choice for coffee lovers.
This move made Oatly the default oat milk in specialty coffee spaces, where trends and habits start.
Instead of just supermarket shelves, Oatly prioritised cafes and coffee shops, making their Barista Edition the go-to choice for coffee lovers.
This move made Oatly the default oat milk in specialty coffee spaces, where trends and habits start.
Community-Driven Hype & Linguistic Ownership
Community-Driven Hype & Linguistic Ownership
Community-Driven Hype & Linguistic Ownership
Oatly didn’t push their name; consumers did. Their brand became so deeply associated with oat milk that people naturally started saying “Oatly” instead of “oat milk.”
Viral campaigns, relatable copywriting, and social engagement made people feel like Oatly was a movement rather than just a product.
Oatly didn’t push their name; consumers did. Their brand became so deeply associated with oat milk that people naturally started saying “Oatly” instead of “oat milk.”
Viral campaigns, relatable copywriting, and social engagement made people feel like Oatly was a movement rather than just a product.
Oatly didn’t push their name; consumers did. Their brand became so deeply associated with oat milk that people naturally started saying “Oatly” instead of “oat milk.”
Viral campaigns, relatable copywriting, and social engagement made people feel like Oatly was a movement rather than just a product.
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Their biggest win? They created emotional and cultural engagement around something as basic as oat milk. 🚀
Their biggest win? They created emotional and cultural engagement around something as basic as oat milk. 🚀
Their biggest win? They created emotional and cultural engagement around something as basic as oat milk. 🚀
Oatly did it. How can you do it?
Oatly did it. How can you do it?
Oatly did it. How can you do it?
Not every product can become a high-engagement brand like Oatly, but these five principles can help you transform a low-engagement product into something people care about.
Not every product can become a high-engagement brand like Oatly, but these five principles can help you transform a low-engagement product into something people care about.
Not every product can become a high-engagement brand like Oatly, but these five principles can help you transform a low-engagement product into something people care about.
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Challenge the Category (Find Your "Villain")
Challenge the Category (Find Your "Villain")
Challenge the Category (Find Your "Villain")
Identify the outdated norm or competitor mindset in your industry and position your brand as the fresh, modern alternative.
Example: Oatly challenged dairy. Can you challenge an old way of doing things in your space?
Identify the outdated norm or competitor mindset in your industry and position your brand as the fresh, modern alternative.
Example: Oatly challenged dairy. Can you challenge an old way of doing things in your space?
Identify the outdated norm or competitor mindset in your industry and position your brand as the fresh, modern alternative.
Example: Oatly challenged dairy. Can you challenge an old way of doing things in your space?
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Build a Brand Personality (Not Just a Product)
Speak like a human, not a corporation. Develop a distinct tone of voice that stands out.
If your competitors are serious and formal, be playful and fun (or vice versa).
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Build a Brand Personality (Not Just a Product)
Speak like a human, not a corporation. Develop a distinct tone of voice that stands out.
If your competitors are serious and formal, be playful and fun (or vice versa).
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Build a Brand Personality (Not Just a Product)
Speak like a human, not a corporation. Develop a distinct tone of voice that stands out.
If your competitors are serious and formal, be playful and fun (or vice versa).
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Find Cultural Relevance & A Cause
Consumers engage with brands that stand for something. What issue can your brand address authentically?
It doesn’t have to be activism—think about convenience, fun, or an unexpected lifestyle connection.
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Find Cultural Relevance & A Cause
Consumers engage with brands that stand for something. What issue can your brand address authentically?
It doesn’t have to be activism—think about convenience, fun, or an unexpected lifestyle connection.
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Find Cultural Relevance & A Cause
Consumers engage with brands that stand for something. What issue can your brand address authentically?
It doesn’t have to be activism—think about convenience, fun, or an unexpected lifestyle connection.
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Strategic Placement (Be Where Trends Start)
Strategic Placement (Be Where Trends Start)
Strategic Placement (Be Where Trends Start)
Instead of going straight to mass-market retail, find niche, high-engagement spaces where your product can become the choice.
Example: Oatly dominated coffee shops. Where do your trendsetters hang out?
Instead of going straight to mass-market retail, find niche, high-engagement spaces where your product can become the choice.
Example: Oatly dominated coffee shops. Where do your trendsetters hang out?
Instead of going straight to mass-market retail, find niche, high-engagement spaces where your product can become the choice.
Example: Oatly dominated coffee shops. Where do your trendsetters hang out?
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Create a Brand Lexicon (Make People Say Your Name)
Is there a way to make your brand name synonymous with the category?
Encourage user-generated content, playful campaigns, or linguistic tweaks that make your brand the term people use.
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Create a Brand Lexicon (Make People Say Your Name)
Is there a way to make your brand name synonymous with the category?
Encourage user-generated content, playful campaigns, or linguistic tweaks that make your brand the term people use.
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Create a Brand Lexicon (Make People Say Your Name)
Is there a way to make your brand name synonymous with the category?
Encourage user-generated content, playful campaigns, or linguistic tweaks that make your brand the term people use.
Reality Check
Reality Check
Reality Check
Is this always possible? 🤔
Is this always possible? 🤔
Is this always possible? 🤔
Not every product can become a cult brand, but every brand can increase engagement. If your industry is highly functional or competitive, focus on differentiation through brand personality, strategic placement, and cultural relevance rather than trying to force a movement.
Not every product can become a cult brand, but every brand can increase engagement. If your industry is highly functional or competitive, focus on differentiation through brand personality, strategic placement, and cultural relevance rather than trying to force a movement.
Not every product can become a cult brand, but every brand can increase engagement. If your industry is highly functional or competitive, focus on differentiation through brand personality, strategic placement, and cultural relevance rather than trying to force a movement.
🚀 Key Takeaway: A product doesn’t have to be exciting—but the way you talk about it can be.
🚀 Key Takeaway: A product doesn’t have to be exciting—but the way you talk about it can be.
🚀 Key Takeaway: A product doesn’t have to be exciting—but the way you talk about it can be.
👋 I'm Anna,
and I'm the Founder of SCHMACK.
👋 I'm Anna,
and I'm the Founder of SCHMACK.
We help businesses get more customers,
make them pay more and stay longer.
Want to know how we can help you with this?
Book a meeting using the form!
We help businesses get more customers,
make them pay more and stay longer.
Want to know how we can help you with this?
Book a meeting using the form!
👋 I'm Anna,
and I'm the Founder of SCHMACK.
We help businesses get more customers,
make them pay more and stay longer.
Want to know how we can help you with this?
Book a meeting using the form!
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SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2025
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2025
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2025
SCHMACK
Stockholm
Regeringsgatan 29
111 53, Stockholm
London
1 Mark Square
London EC2A 4EG
Paris
49 Rue de Ponthieu
75008, Paris
SCH AB © 2025