OATLY
GOAL
To leverage Oatly’s ridiculously meme-able and successful “Wow No Cow” Super Bowl ad into a grassroots music and culture strategy launch that would engage the brand’s core target audiences and authentically represent its quirky, diverse and eco-conscious ethos to the internet.
OUR APPROACH
We enlisted 61 independent artists to create their own versions of “Wow No Cow” to share across their networks and be included in a Bandcamp compilation to benefit the National Independent Venue Association.
We drew from all genres and an array of backgrounds, featured touring technicians who had been off the road for a year, and recruited a few niche internet creators.
Then, we would manifest the compilation into the first “Wow No Cow Fest” on Twitch, a 5+ hour variety show featuring live performances and Oatly-inspired internet fodder.
Participating Talent
By engaging artists and touring professionals who had been off the road, and including people of all backgrounds, genres and locations, we replaced a major void in their lives with a community of belonging and purpose. This also prompted inbound interest from more artists. Talent included:
Notable independent artists like Your Smith and Joey Dosik.
Technicians and independent venues from small towns.
Sea shanty, puppet show, pancake art and ASMR.
SUCCESS
SUCCESS
We anticipated 20 artists for the compilation and ended up with 61 quality covers out of sheer love for the brand.
Dozens of major press hits.
12,000 concurrent viewers during the first 50 minutes of the Twitch stream.
Over 250,000 unique views of the livestream.
One Super Bowl commercial extended into a six-month grassroots groundswell campaign.