Overherd on Social

The Goat Agency
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Welcome to Overherd on Social hosted by The Goat Agency – your go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators. Whether we're breaking down the Underconsumption Core or dressing up as Romans to discuss, you guessed it, the Roman Empire Trend, we keep it witty, fun, and insightful.So if you're into social media, TikTok trends, and marketing insights, this is the podcast you can't miss.Tune in and stay ahead of the curve with The Goat Agency Podcast!

  1. Jul 21

    Buxton and Big Nibbles: What's the recipe for creative food and drink campaigns? | Overherd on Social

    How do everyday essentials become must-buy products? In this episode, we're joined by Buxton, fresh from one of the biggest viral moments at this year's London Marathon, and foodie creator Big Nibbles, known for his unhinged, viral food series. Together, we unpack how food and drink brands can turn everyday products into culture-first moments that capture attention and keep audiences coming back for more. Featuring Buxton’s Brand Manager Daniela Campanaro and Foodie Content Creator Jake Horwood, known as ‘Big Nibbles’ online, we’ll be answering: 🍟 What is the current food and beverage landscape? 💧 How has Buxton evolved their creator strategy? 🌟 How can creators and brands stand out in such a crowded industry? 🤝 How can brands identify the right creators for their campaigns? 🔮 What does the future of food and beverage marketing look like? 🏃 How did Buxton’s London Marathon campaign go viral? 👀 What is the most UNHINGED food content on social? Hosted by: Joanna Hughston, Head of Marketing, The Goat Agency Matthew Wyatt, Senior Video Producer, The Goat Agency Guests: Daniela Campanaro, Brand Manager, Buxton Jake Horwood (Big Nibbles), Content Creator If you want the inside track on how global brands and creators are redefining what food and beverage marketing means this year, this is one to watch! *Inspired by Buxton Peak is a range of three distinct flavoured waters, each tailored to give specific benefits. FOCUS contains magnesium and is rich in vitamin B6, which contribute to normal psychological function and contains 75mg caffeine per bottle, which helps increase alertness. IMMUNO is enhanced with zinc and vitamin B6 to help support the immune system. RECHARGE contains vitamins B3, B6 and B12 and magnesium to help reduce tiredness and fatigue. 00:00 - 06:09 - Introduction 06:09 - 14:29 - Food and drink content landscape and its evolution 14:29 - 19:02 - Content evolution, viral series, and platform shifts 19:02 - 21:27 - Buxton’s main challenge 21:27 - 26:59 - Buxton’s evolving creator strategy 26:59 - 32:02 - What makes the best creator brief? 32:02 - 36:02 - Unhinged food content 36:02 - 40:04 - Creator selection and London Marathon campaign 40:04 - 47:02 - The challenge of standing out as a creator 47:02 - 50:33 - What makes a successful brand partnership? 50:33 - 51:58 - Standout foodie campaigns 51:58 - 55:45 - The future of food and beverage influencer marketing 55:45 - 58:26 - Final thoughts

    Buxton and Big Nibbles: What's the recipe for creative food and drink campaigns? | Overherd on Social

  2. May 12

    r/InfluencerMarketing: Reddit's Nathan O'Connor on how brands can show up on Reddit | Overherd on Social

    Reddit is the fourth most visited social media platform in the UK, even beating social giants like TikTok, however many marketers still aren’t sure about what Reddit is and how it can be integrated diversely across marketing strategies. Don’t worry, this episode will change that! Featuring Reddit’s Senior Agency Partnership Development Manager, Nathan O’Connor, and our very own Reddit fanatic and Senior Strategy Manager Dominic Percy, we’ll unpack all things Reddit, including: 🤔 The biggest misconceptions on the platform 🚀 How brand are AND should be activating across Reddit 🔎 How AI is using Reddit to completely rethink the way we search 📊 The key data points for marketers 🔮 The future of Reddit marketing Hosted by: Joanna Hughston, Head of Marketing, The Goat Agency Matthew Wyatt, Senior Video Producer, The Goat Agency Guests: Nathan O’Connor, Senior Agency Partnership Development Manager, Reddit Dominic Percy, Senior Strategy Manager, The Goat Agency If you’re ready to reshape how well you think you know your audience, get the inside track on all-things Reddit strategy building, and learn the mystery that is ‘Tree Lore’, this one's for you! Chapters: 00:00 - 03:04 - Introduction 03:04 - 13:08 - What is Reddit? 13:08 - 20:20 - Key Reddit terminology & its culture 20:20 - 22:06 - Languages across the platform 22:06 - 23:30 - The biggest misconceptions 23:30 - 25:22 - Data points for marketers 25:22 - 28:14 - Are brands scared of sentiment? 28:14 - 31:21 - Advertising opportunities on Reddit 31:21 - 32:51 - Reddit influencers? 32:51 - 36:37 - Reddit x brand campaigns 36:37 - 37:46 - What made the campaigns so successful? 37:46 - 38:31 - Brand safety on Reddit 38:31 - 42:40 - The paid and organic split on Reddit 42:40 - 44:53 - How brands should activate across Reddit 44:53 - 47:06 - Reddit, AI, and trust building 47:06 - 49:55 - The future of Reddit influencer marketing 49:55 - 52:13 - Takeaways

    r/InfluencerMarketing: Reddit's Nathan O'Connor on how brands can show up on Reddit | Overherd on Social

  3. Apr 14

    The ‘Naked’ Truth: Building Trust with Gen Z in the Intimacy Space | Overherd on Social

    The conversation around sexual wellness is evolving rapidly, moving beyond the discreet and into mainstream dialogue. At the forefront of this exciting transformation is LELO, a pioneering brand that is leading the conversation. As the first sexual wellness brand to ever win a Cannes Lions award, LELO has shattered industry norms, proving that empowerment, innovative technology, and clever marketing can elevate even the most…sensitive topics. 🎙️ Guest: Fern Sayer, Social & Communications Manager of LELO 🎙️ Hosted by: Jo Hughston: Head of Marketing, The Goat Agency Matt Wyatt: Senior Video Producer, The Goat Agency Discover… 🔀 The cultural shift in the wellness space 🤔 The challenges with marketing an intimacy brand 💁🏼‍♀️ Which influencer is the ultimate brand fan ⚖️ The importance of credibility 💎 How LELO are redefining luxury #InfluencerMarketing #Wellness #IntimacyBrand #MarketingPodcast #SocialMediaStrategy Chapters: 00:00 - 04:57 Introduction to Fern & LELO 04:57 - 12:23 Cultural view on sexual wellness 12:23 - 15:10 LELO marketing strategy 15:10 - 19:44 Challenges with marketing for a luxury intimacy brand 19:44 - 22:03 Content LELO produces 22:03 - 23:06 Strategy going forward 23:06 - 28:43 LELO’s audience 28:43 - 29:41 Need for credibility 29:41 - 30:50 Standout content 30:50 - 32:29 Luxury sexual wellness - what does that mean? 32:29 - 33:56 Balancing relatability with aspiration 33:56 - 35:19 How Gen Z are redefining luxury 35:19 - 36:57 Alex Cooper Earned Media 36:57 - 40:06 What’s next for influencer marketing? 40:06 - 40:44 Final thoughts

    The ‘Naked’ Truth: Building Trust with Gen Z in the Intimacy Space | Overherd on Social

  4. Mar 18

    CleanTok, Creators and Community-Building. How Unilever Home Care has Evolved their Influencer Strategy | Overherd on Social

    Ever wondered how a global powerhouse nails their influencer marketing? In this episode, we’ll be giving you the inside look at how Unilever is dominating the home care space. Joined by Maddie Gilbert, DMC Lead UKI and Head of Digital Marketing Europe, and Laura Hewer, Digital Marketing Manager of Home Care at Unilever, we discuss: How they’ve evolved their approach to influencer marketing Building powerful creator partnerships How CleanTok rivals BeautyTok & BookTok Some of their most powerful activations Building desire at scale using their SASSY strategy What’s shaping the creator economy this year Hosted by: Joanna Hughston, Head of Marketing, The Goat Agency Matthew Wyatt, Senior Video Producer, The Goat Agency Guests: Maddie Gilbert, DMC Lead UKI and Head of Digital Marketing Europe, Unilever Laura Hewer, Digital Marketing Manager, Unilever Chapters: 00:00 - 05:39 - Introduction 05:39 - 09:35 - Unexpected experiences working at Unilever 09:35 - 11:12 - How influencers have shaped home care consumption habits 11:12 - 14:34 - How Unilever are marketing homecare products 14:34 - 16:28 - How do Unilever reach a wide range of audiences? 16:28 - 22:26 - How we consume home care content 22:26 - 23:45 - How their influencer marketing strategy has evolved over the last few years 23.45 - 29:11 - How Unilever are building desire at scale 29:11 - 33:17 - Balancing long term strategy with experimentation 33:17 - 35:25 - Working with The Goat Agency 35:25 - 40:16 - Sharing content across different channels 40:16 - 49:00 - Unilever’s notable campaigns 49:00 - 51:37 - What the next 5 years of influencer marketing looks like and final thoughts

    CleanTok, Creators and Community-Building. How Unilever Home Care has Evolved their Influencer Strategy | Overherd on Social

  5. Feb 11

    Inside WPP and Google’s Creator-Led Media Solution: How Brands Can Truly Leverage YouTube | Overherd on Social

    In this episode of Overherd on Social, we sit down with Silvia Sparry, Global Chief Transformation Officer at WPP Media, Ellie Hooper, Global VP of Growth at Goat, and Emily Reynolds, Global Partnership Lead at Google, to discuss the way that brands are able to innovate on YouTube in 2026 through creators, media and AI. In particular, we dive into WPP and Google’s creator marketing solution (the most comprehensive in the industry) and what it means for brands’ strategies this year. Hosted by: Joanna Hughston, Head of Marketing, The Goat Agency Guests: Ellie Hooper, Global VP of Growth, Goat Silvia Sparry, Global Chief Transformation Officer, WPP Media Emily Reynolds, Global Partnership Lead, Google We explore: YouTube creator content formats and how they’ve evolved New and innovative approaches to creator-led media on YouTube WPP and Google’s industry-leading creator marketing solution How the solution enhances data, campaign insights and strategies Where the main opportunities are for brands to leverage creator marketing on YouTube Chapters: 00:00:00 - 07:15:17 - Introduction 07:15:17 - 13:04:22 - Career journey 13:04:22 - 17:07:22 - A notable shift in the industry 17:07:22 - 19:05:13 - What is YouTube and what are the biggest opportunities? 19:05:13 - 20:02:20 - How clients are planning around YouTube 20:02:20 - 23:37:02 - How clients are approaching YouTube using creators 23:37:02 - 26:44:17 - How brands should be experimenting across YouTube 26:44:17 - 28:05:09 - Overview of the WPP & YouTube influencer capability 28:05:09 - 31:57:02 - Where The Goat Agency fits into the capability 31:57:02 - 33:32:20 - Why Google & WPP have collaborated on this capability 33:32:20 - 34:07:21 - How will this empower our clients going forward? 34:07:21 - 36:33:21 - Key measurement measurements for YouTube 36:33:21 - 39:49:20 - AI and transformation across YouTube creator marketing 39:49:20 - 42:31:13 - How WPP is building a roadmap to keep at the forefront of technology 42:31:13 - 46:27:02 - How they are keeping up with all the changes in the advertising industry & final thoughts

    Inside WPP and Google’s Creator-Led Media Solution: How Brands Can Truly Leverage YouTube | Overherd on Social

  6. Feb 4

    Selling Suspicion: Why ‘The Traitors’ is a Playbook for Building Cultural Moments | Overherd on Social

    In this episode of Overherd on Social, we’ve taken the Traitors out of the Turret to unpack all things The Traitors. From their experience before, during, and after the show, and exploring why the show has become such a shared cultural experience. 🎙️ Hosted by: Jo Hughston: Head of Marketing, The Goat Agency Matt Wyatt: Senior Video Producer, The Goat Agency 🎙️ Guests: Wilfred Webster, OG Season 1 Traitor Charlotte Berman, Season 3 Faithful-Turned-Traitor We explore: Their experience on the show The challenges with being purposefully deceptive Why they think The Traitors has become such a global phenomenon Surprising moments & a faux-Welsh Accent Chapters: 00:00:00 - 03:15:16 - Introduction 03:15:16 - 07:23:13 - Thoughts on UK Season 4 of The Traitors 07:23:13 - 18:18:20 - Do viewers want deception & their experience as Traitors? 18:18:20 - 21:22:23 - What makes Traitors UK so iconic? 21:22:23 - 26:04:03 - What made them want to be on The Traitors? 26:04:03 - 27:09:00 - Iconic Traitors phrases 27:09:00 - 34:40:04 - The biggest challenges they faced 34:40:04 - 38:40:00 - Experience post-show 38:40:00 - 44:00:00 - Advice to the next contestants 44:00:00 - 47:50:02 - Navigating a social presence post-show 47:50:02 - 52:43:00 - Why it has become such a cultural phenomenon and final thoughts

    Selling Suspicion: Why ‘The Traitors’ is a Playbook for Building Cultural Moments | Overherd on Social

  7. 11/19/2025

    Creators, Worldbuilding, and the Challenge of Fragmented Audiences | Overherd on Social

    With audiences scattered across countless platforms and niche communities, advertisers must find new and increasingly inventive ways to reach them. In this episode of Overherd on Social, we sit down with James Caig - Strategy Partner for WPP Media, with over 20 years' experience in advising major clients including the UK Government - and Hannah Ryan, Global VP of Campaign Delivery at Goat, to unpack the biggest challenges advertisers face today, from fragmented audiences to the shift in consumption habits. We dive into how institutions like the government are having to rethink the way they communicate, from public-health messaging to COVID-19 restrictions, and explore why creator marketing has become essential for reaching increasingly fragmented audiences. Hosted by: Jo Hughston: Head of Marketing, The Goat Agency Matt Wyatt: Senior Video Producer, The Goat Agency Guests: James Caig, Strategy Partner at WPP Media Hannah Ryan, Global VP of Campaign Delivery at Goat This episode explores: Reaching audiences across fragmented platforms The role traditional media channels play in storytelling How media platforms are evolving Navigating challenges with governmental communications Chapters: 00:00 - 04:32 - Introduction 04:32 - 14:27 - How influencer marketing has changed 14:27 - 20:51 - View on traditional media & linear tv 20:51 - 25: 35 - Decision fatigue 25:35 - 29:46 - Reaching fragmented audiences 29:46 - 34:12 - How brands navigate reaching these whilst maintaining brand identity 34:12 - 40:21 - The challenge Government communications 40:21 41:42 - Content creation for governmental strategies 41:42 - 45:40 - Measuring success in campaigns 45:40 - 50:30 - Standout government campaigns & final thoughts

    Creators, Worldbuilding, and the Challenge of Fragmented Audiences | Overherd on Social

  8. 10/29/2025

    The IPA's Verdict: Influencers Drive Outstanding Long-Term Value | Overherd on Social

    The IPA has released first-of-its-kind research which unequivocally proves the short and long term ROI of influencer. Whilst influencer marketing has evolved drastically over the past decade, as well as our ability to accurately measure on results, this is the most comprehensive research into the industry ever, spanning 220 campaigns from 144 brands across 36 sectors and 28 markets, and capturing over £133 million in influencer spend. In this episode of Overherd on Social, we sit down with Managing Director, Audience Intelligence & Marketing Science Dominic Charles to dive into the IPA’s Influencer Effectiveness Research. 🎙️ Hosted by: Jo Hughston: Head of Marketing, The Goat Agency Matt Wyatt: Senior Video Producer, The Goat Agency This episode shares: What makes this research initiative unique How influencers are delivering both long and short term value Why brand alignments between brands and influencers are becoming central to modern marketing strategy. AND… Dominic teaches Matt what a scatter plot is! If you want to understand how to integrate influencers into your marketing strategy, this episode is for you! Chapters: 00:00 - 9:09 - Dom’s experience working in Audience Intelligence and what makes it so interesting 9:09 - 13:05 - Advice for aspiring marketers 13:05 - 16:35 - What is the IPA influencer effectiveness research and why is it so important? 16:35 - 25:09 - Interesting outcomes 25:09 - 28:31 - Where should influencers sit within the media plan? 28:31 - 38:42 - Scatter plots and influencer outlook 38:42 - 40:38 - Final thoughts and recommendations

    The IPA's Verdict: Influencers Drive Outstanding Long-Term Value | Overherd on Social
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About

Welcome to Overherd on Social hosted by The Goat Agency – your go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators. Whether we're breaking down the Underconsumption Core or dressing up as Romans to discuss, you guessed it, the Roman Empire Trend, we keep it witty, fun, and insightful.So if you're into social media, TikTok trends, and marketing insights, this is the podcast you can't miss.Tune in and stay ahead of the curve with The Goat Agency Podcast!

Information

  • Creator
    The Goat Agency
  • Years Active
    2024 - 2026
  • Episodes
    21
  • Rating
    Explicit
  • Copyright
    © The Goat Agency

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