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ClientOatly
Year2025
YearWay Out West
RoleInfluencer Marketing
Background

Brand presence is abundant on most festival sites, but meaningful impact is scarce. Most partnerships default to transactional influencer activity, resulting in high costs but low resonance. For Oatly at Way Out West, the challenge was twofold:

  • Extend reach and relevance beyond the physical event

  • Avoid becoming just another branded touchpoint in a saturated environment

Our Solution

Our ambition was not visibility, but actual cultural embedment. We built a framework grounded in a simple principle: Audiences don’t engage with brands at festivals; they engage with culture. Brands must earn their place within it. The result transformed influencer output from transactional posts into community-driven storytelling.

Our Servuces

Creative Content Development
Content Production
Event Amplification
Influencer Marketing Strategy
List Curation & Management​
Paid & Organic Influencer Campaigns

1. Build cultural anticipation before the festival

Rather than relying on onsite amplification, we activated a curated network of culturally aligned creators ahead of the festival.

  • Targeted seeding and gifting created early narrative ownership

  • A robust influencer segmentation blending grassroots tastemakers, social insiders and reach

  • Content seeded anticipation, positioning Oatly as part of the festival conversation before arrival

  • Pre-party in Stockholm hosted by creators

2. From installation to destination

We reimagined the Oatly Taste Bar not as a sampling station, but as a cultural node.

  • Each drink was linked to a headline artist, integrating Oatly into the festival lineup narrative

  • The space functioned as a social and cultural anchor point, not just a brand asset

3. Creator-led hosting: turning influence into access

To avoid passive influencer content, we repositioned creators as hosts, not guests.

  • Selected creators acted as cultural conduits, inviting their audiences to come and hang out during specific time slots

  • Exclusive access (prime stage views, curated moments) created genuine utility during headline shows

  • Content shifted from “coverage” to participation and perspective