Anni Tjebbes

Anni Tjebbes is the Head of Social at Oatly’s award-winning creative department, the Oatly Department of Mind Control (ODMC).
In her role, she leads the brand’s social media strategy and oversees the creation of bold, culturally attuned content. With a passion for storytelling and a knack for navigating fast-moving digital landscapes, she drives Oatly’s distinctive presence across social platforms.

Oatly is globally recognized for rewriting the rules of modern brand building.
As a true category disruptor, it has redefined how an entire generation thinks, talks, and even jokes about plant-based living - blending activism, creativity, and cultural commentary in ways few brands have ever dared.

Presentation Title:
"Cutting Through the Noise: The Social Strategy Behind Oatly on Instagram"

How does a brand stand out in one of the noisiest spaces on the internet? In this session, Anni Tjebbes, Global Head of Social at Oatly, shares an inside look at the creative mindset and strategic thinking behind Oatly’s Instagram presence. She will explore how the team crafts attention-grabbing content for both paid and organic, the philosophy guiding their social voice, and how they collaborate with unique content creators to stay relevant, unexpected and unmistakably Oatly.