Minor Figures Hyper Oat launch

Minor Figures was launching Hyper Oat, a ready-to-drink oat milk in four flavours, into a category new to the brand, and needed to reframe oat milk as a standalone drink rather than a milk alternative while still working out who the real target audience was. Oat milk is read as an ingredient, not something people reach for on its own, so the launch had to shift how the category itself was understood. Because the buyer was unknown, The Goat Agency built audience discovery into the launch, treating creator selection as paid audience research rather than a bet on the existing plant-based niche.

The idea briefed a deliberately broad roster of 24 micro to mid-tier creators from fashion, fitness, food, art and outdoor verticals around three pillars, Educate, Create and Connect, with latitude to show how Hyper Oat could fuel your mood in their own idiom. Content ran across Facebook, Instagram and TikTok, amplified through influencer-led and brand-led paid media that tested which verticals responded best to the new product.

The broad roster plus paid testing worked as an audience-mapping tool as much as a media plan, while the shared three-pillar brief kept messaging coherent without flattening individual voices. The Goat Agency reports 17M impressions, 6M engagements and 170K clicks, 346% above the pre-set clicks KPI, with sentiment relevancy 22% above benchmark. All figures are self-reported, with no independent source found. The clicks KPI baseline and sentiment benchmark are not disclosed, so the over-delivery claims cannot be sized, and the campaign's launch date, market and any sales impact are not stated.