Hyper Oat

Minor Figures is the coffee company that makes coffee for coffee lovers.

Known for their unique, understated, community-centric and creative marketing strategies, they approached Goat to help launch their new Hyper Oat range with a social-first campaign.

A new concept, Hyper Oat is a ready-to-drink oat milk. The key? Minor Figures didn’t just want this to be viewed as a “milk alternative”. It’s designed to be splashed over cereal, blended in a smoothie, or enjoyed straight up in four delicious flavours; berry, mango, turmeric, matcha.

As well as driving awareness, the launch campaign needed to achieve three distinct things:

1. Reach coffee lovers, oat milk drinkers, AND those who might not have considered oat milk as an RTD product before.
2. Showcase the diverse ways you can drink Hyper Oat.
3. Shift perceptions to encourage people to try Hyper Oat as an RTD.
4. Create a “feeling” around the range that’s uplifting, colourful, creative, and a touch rebellious.

As this was a completely new product, we needed to first figure out who the target audience was. The most cost-effective way to do this is through creators, specifically micro to mid creators who have a very dedicated and engaged audience. It also means we can use the budget to test creators’ content through influencer and brand-led paid media to multiple audiences and really understand who resonates with the products.

Creators 

We identified 24 creators that represented the brand’s personality; creative, uplifting, colourful, out of the box. Examples include Paris Artiste, a micro influencer known for her bold fashion and lifestyle content, and Ben Slater, a food stylist and recipe developer, known for high energy, experimental cookery content. Our creators spanned multiple verticals (fashion, fitness, food, art, outdoors…) as we didn’t just want to hone in on existing vegan/plant-based food audiences.

Creative

Our brief was simple. Be your authentic selves and push the boundaries within these three pillars; Educate. Create. Connect! The challenge was to showcase how Hyper Oat can “fuel your mood” but across our creators’ genuine passions. We assured creators that the range didn’t need to be featured in a food/drink content format. It could be a fashion accessory, it could be used in travel, it could be anything that inspires them.

Platforms

TikTok and Meta played complementary roles. TikTok is a cultural engine for brand awareness, whilst Meta can offer polished, versatile placements and advanced targeting to drive traffic, engagement and cost efficiency. With Gen Z increasingly using TikTok as a search engine, we optimised creative for discoverability by weaving in keywords and “searchable” formats (e.g. make matcha cereal with me), ensuring Hyper Oat was visible not just in feeds, but in search behaviour too.

Our 24 creators produced 56 pieces of content, ranging from Paris Artiste showcasing her VFX skills and matching the Hyper Oat drink flavours to her outfits, to photographer/videographer, Oliver Howells, giving a BTS of his creative process for making a video, or Ben Slater making an inventive recipe. Other pieces of content saw creators making art in the Hyper Oat colours, making incredibly high quality VFX, or just making a really uplifting recipe that would fuel them for the day.