Minor Figures

Minor Figures: Brewing a Plant-Based Movement in China

Summary

• Official Social Media Presence – Activated WeChat, Little Red Book, and Douyin to connect with China’s coffee-curious consumer base.
• Distributor & Venue Outreach – Engaged 30+ key distributors and retail venues in the first 3 months.
• Omnichannel Brand Activation – Blended online and offline strategies to drive visibility and trial.
• Category-Specific Market Positioning – Aligned with China’s growing appetite for dairy-free, functional beverage innovation.
• Long-Term Growth Infrastructure – Established early commercial partnerships to support scale and credibility.

1. Brand Background & Objectives

Minor Figures, a cult-favourite coffee brand from Australia, specialises in oat milk, cold brew, and chai—with a strong global following among coffee aficionados. As demand for plant-based and specialty beverages surged in China, the brand sought to transition from passive demand to an official presence—backed by structure, strategy, and storytelling.

2. Digital Presence & Engagement

We launched and managed official brand accounts on Little Red Book, WeChat, and Douyin, localising content to engage early adopters and establish credibility within wellness and coffee subcultures.

• Built a targeted content pipeline to reflect brand ethos and lifestyle

• Delivered interactive campaigns and influencer seeding for organic reach

• Positioned Minor Figures as a creative, category-defining brand aligned with global coffee trends

3. Brand Activation & Offline Outreach

To complement online awareness, we executed a ground-up brand activation strategy:

• Activated omnichannel campaigns across social and retail

• Partnered with niche cafés, gyms, and lifestyle venues for sampling and awareness

• Drove in-market education around oat milk and cold brew for a largely unfamiliar consumer base

4. Distributor Engagement & Sales Infrastructure

Within the first 3 months, we engaged 30+ potential distribution partners and retail venues, establishing a clear commercial pathway across both general trade and DTC channels.

• Delivered brand collateral and merchandising support

• Negotiated listings and trial runs with lifestyle-aligned stockists

• Supported local partner onboarding and compliance

Outcome

Minor Figures gained early traction in China’s plant-based beverage market, establishing the foundations of a scalable presence. Through social visibility, distribution outreach, and brand education, the brand is now positioned to capture growth in an evolving consumer category.

Note: The case studies presented on this website highlight projects led by Jonathan Cox, Stratforms and the China execution team over the past 25 years. They include both current and former client work, and in some cases, projects undertaken in partnership with other entities or collaborative teams. These case studies are shared strictly for historical and illustrative reference, and do not imply ongoing client relationships, endorsements, or current affiliations unless explicitly stated.