Oatly Brand Ambassador Marketing

Oatly Brand Ambassador & Influencer Marketing

Swedish food and beverage brand Oatly is actively conducting brand marketing by utilizing various environmental factors such as health food and eco-friendly products that are in high demand among vegans, environmentalists, and Generation Z.

Avocado Giant, an influencer marketing company with strengths in ambassador marketing, conducted marketing to increase Oatly brand awareness and sales even before the oat beverage craze in Korea.

I will introduce the content in detail!

Oatly Brand Influencer Marketing Strategy

Global food and beverage brand Oatly
(Source: Blackwater Issue)

The first thing to do to increase Oatly brand and product awareness was to make Oatly easily accessible through digital channels, and for this, Avocado Giant chose influencer marketing. Rather than one-off influencer marketing, we decided that continuous ambassador marketing by selecting influencers with the same determination as Oatly’s brand identity would be more effective.

This is because we can continuously expose Oatly in the daily lives of ambassadors who share a healthy lifestyle, thereby building positive brand awareness for the product. We also wanted to leave a deep impression on people’s minds by using and expressing the product in various ways with barista and artist influencer ambassadors.

Oatly Brand Ambassador Marketing

Barista Jenny

Oatly Brand Ambassador Marketing
(Source: Barista Jenny Instagram)

Oatly selected Barista Jenny, a popular influencer and barista who runs a cafe in Jeju Island, as an ambassador. She showed Oatly by incorporating content about coffee recipes made with Oatly and a healing life in the beautiful Jeju Island into her content.

She steadily uploaded a total of 5 Oatly branded contents for about 2 months, further solidifying Oatly’s healthy and sustainable brand identity, and received good responses from the ambassador’s followers as well as Instagram users.

Oatly Brand Ambassador Marketing

Illustrator Moonsub

Illustrator Influencer Ambassador
(Source: Moonsub Instagram)

The second brand ambassador with Oatly was illustrator Moonsub. We decided that Moonsub, whose cute illustrations are similar to Oatly packaging, would fit well with Oatly.

While barista Jenny focused on her daily life with Oatly, such as making coffee and healing life, illustrator influencer Moonsub created design works that included various issues. During his time as an ambassador, Moonsub created a total of four contents, and expressed the Oatly brand identity through illustration contents themed on major monthly anniversaries such as Family Month and Earth Day, receiving positive responses from Instagram users.

Rather than simply uploading content using famous influencers, Oatly selected influencers who fit well with the brand as brand ambassadors and continuously produced content containing the influencers’ affectionate voices, reaching out to consumers naturally.

I think Oatly’s brand ambassador marketing is an influencer marketing campaign that shows how overseas brands can increase their awareness in Korea!