Growing online market share through smart media strategy & targeting
Client
About
OATSIDE is one of Asia’s fastest-growing oat milk brands, known for its barista-grade performance, bold brand identity, and strong presence across retail, e-commerce, and café channels. Founded in Singapore and now distributed across multiple markets including Singapore, Malaysia, Indonesia, the Philippines, Korea, and Japan, OATSIDE has built a loyal following among both consumers and coffee professionals.
Unlike traditional FMCG brands that rely heavily on offline distribution, OATSIDE’s growth has been fueled by a digitally-led approach, leveraging performance marketing, social platforms, and e-commerce to drive both brand demand and direct conversion.
As the brand expanded rapidly across markets, paid media became a critical lever not just for customer acquisition, but for shaping perception, accelerating market entry, and supporting retail sell-through.
Challenge
As OATSIDE scaled regionally, its paid media operations became increasingly fragmented across markets, agencies, and internal teams.
Key challenges included:
Fragmented media ownership across markets
Limited cross-market learning and scalability
Inconsistent measurement and attribution frameworks
Lack of a centralised performance operating system
Increasing complexity as the brand expanded into new markets
OATSIDE needed more than campaign management, they needed a unified performance infrastructure that could support regional scale while maintaining executional precision within each market.
Performance Marketing Highlights
Launching Pocket Packs in Japan with a Full-Funnel Media Campaign in Tokyo
Being a relatively new entrant into the market, OATSIDE’s current retail footprint was only 1L packs in Japan. Looking to support their market penetration, they looked to MajorForm to support the launch of their 200ML pocket packs.
Due to a lean budget, we focused on reach maximisation in urban geographies like Tokyo & Yokohama. Platforms like Youtube & Meta were chosen due to the media penetration and usage in the target audience for the upper funnel strategies. Lastly, we also ran Sponsored Display campaigns on Amazon to drive online sales.
Increase in Search Volume
Results
25%
17%
33%
Increase over Benchmark CTR
Increase in Search Volume
Nerd-Grade campaign in Singapore increased brand consideration & purchase intent by >4%
In Singapore, OATSIDE enjoys a majority market share in the alternative milks category. Looking to solidify it’s strong standing position in Singapore and other markets, OATSIDE ran a series of creatives called "Nerd Grade” which proudly showed that the only people who understood oat milk was OATSIDE.
MajorForm was tasked to run a full-funnel campaign in Singapore pushing the new campaign. With our focused approach on niche audiences, we targeted the likes of designers, romance lovers and a family audience. This approach proved successful in driving further headroom in brand awareness and consideration that the media approach was replicated in multiple markets.
Results
4.12%
Relative Lift in Brand Consideration
6.21%
Relative Lift in Purchase Intent
37%
Increase in
Online Sales