Oatly, the irreverent, sustainability-focused oat drink brand wanted to make sure everyone was aware of its Barista Edition on Amazon. Unlike most traditional retailers the new bigger pack size (1.5L) and 6-pack case made it perfect for large households and high volume consumers.
The goal? To spark engagement, drive purchases, and reinforce Oatly’s playful, unconventional brand voice.
But there was a challenge: Oatly was already a household name in the plant-based space. To stand out, the campaign had to go beyond traditional influencer partnerships. It needed something unexpected, something that would break through the noise of sponsored content and make people genuinely excited to watch an ad.
The target audience spanned across the UK and Germany, focusing on:
The KPIs were clear:
Instead of only conventional foodie or coffee-focused creators, Oatly took a risk – and it paid off.
They partnered with @SylvanianDrama, a TikTok creator beloved for her hilarious, over-the-top soap opera-style dramas featuring Sylvanian Families figurines. With 2.5M followers, her content taps into a deep vein of millennial and Gen Z nostalgia, reviving childhood toys with a satirical, meme-fueled twist.
This wasn’t just an influencer collaboration. It was a full-blown creative partnership, seamlessly integrating Oatly’s Barista Edition into a world of tiny woodland creatures dealing with oat-drink-fueled drama.
It worked because it was culturally relevant and perfect for the platform – the video tapped into the resurgence of nostalgic, absurdist humor on TikTok.
Oatly was also woven into the storyline so it didn’t feel like an ad.
And as per all her content, she had viewers hooked from opening to the end. They were tuning in for a gripping, ridiculous Sylvanian soap opera.
The campaign launched across TikTok, maximizing the platform’s high engagement rates for quirky, short-form storytelling.
EXECUTION
@SylvanianDrama’s content took the TikTok audience by storm. The video featured one of her signature high-stakes domestic dramas, with Sylvanian figurines navigating a scandalous, oat-drink-related predicament.
Key elements of success:
Alongside @SylvanianDrama, other creators like @houseofdvey also contributed to the campaign, creating entertaining, personality-driven content that kept the energy high.
The numbers confirmed what the comment section had already made clear: the campaign resonated in a big way.
Organic Results:
- “I need to know EVERYTHING! Who decided this? Who came up with the script? Who made the Oatly carton?!”
- “This being an ad is insane 😭😭”
- “A cinematic masterpiece.”
- “LOVE OATLY”
- “Oatly onllyyy always”
- “Love this! Adds done right! ❤️”
- “Already love Oatly but now love it even more ❤”
- “this is the only ad i stop and watch every time it comes up on my feed”
- “Gyatta love scandalous oatly”
- “This is an Ad which is crazy”
- “This was actually a masterpiece 🤌🏻”
Paid Amplification Impact:
@SylvanianDrama’s CTR (Click-Through Rate) was 4x the industry benchmark (0.3%), confirming strong engagement and conversion potential.
