x Reddit case study
Oatly and their agency PHD partnered with KarmaLab to craft a provocative campaign on Reddit that would get people talking. After experimenting with headlines, the teams used humor to spawn 100 tongue-in-cheek text ads and a hilarious, yet ultimately uninformative megathread. Oh, and they left the comments on. For everything. This endeavor brought Oatly exactly the publicity they were hoping to gain, as they broke records for the discussion of oat milk on the platform.