Oatly

Challenge

Oatly Singapore wanted to raise awareness of the brand while staying true to a mission of eating better and living healthier without taxing the planet's resources. The challenge was to land that message without falling into a guilt-driven tone.

Approach

We built a social strategy around the idea that people should be able to eat what they want and still be aware of the impact of their choices. The tone was light-hearted, fun and informative at once, with content that respected the audience instead of preaching to them.

Execution

• 01Brand-aligned social content programme
• 02Tone of voice grounded in honesty and humour
• 03Editorial calendar across product, mission and lifestyle topics
• 04Community management on-brand for Oatly globally
• 05Reporting on engagement quality, not just volume

Outcome

A social presence that grew brand awareness in Singapore while keeping Oatly's voice intact.