How Oatly Became Spain’s New Coffee-Culture Brand
Challenge
Oatly is no stranger to creative storytelling, but launching their Hey Barista App in Spain meant brewing something entirely new. The goal was to turn a niche, editorial-style coffee magazine into a go-to discovery app for Barcelona’s coffee lovers and generate real downloads.
Despite Oatly’s strong brand recognition, awareness of the Hey Barista App was limited, especially among the TikTok generation. The challenge was to introduce the app as both credible and cool, the insider’s guide to the city’s best cafés, curated by people who actually live and sip there.
Solution
We kept it simple, authentic, and scroll-stopping. Two Barcelona-based creators produced UGC-style TikTok videos, showing off their favorite local coffee spots they discovered through the Hey Barista App.
Each creator delivered three variations (main, short, and alternative), resulting in six total videos that blended local storytelling with soft product education. The Hey Barista App appeared within the first two seconds, paired with a tone true to Oatly’s signature mix of humor, self-awareness, and cultural curiosity.
The videos followed a carousel-style format, mixing selfie moments with café visuals, subtle overlays, and a clear CTA: Discover the best coffee shops in Barcelona with Hey Barista.
All content was shot, approved, and delivered within 20 days, setting a new benchmark for agile creator-led production at Oatly.
Results
3,562,416 impressions
8.09% average conversion rate
€7.51 average CPA
0.38% CTR
The content not only hit performance goals but inspired Oatly to scale the Hey Barista campaign across Berlin, Copenhagen, and Amsterdam, proving that the concept could travel just as well as a perfect flat white.