MY/MOCHI
Bring the Weird Through a Rich Universe of Creative Content

Bring the Weird Through a Rich Universe of Creative Content

MY/MOCHI

MY/MOCHI

My/Mochi’s strapline is “Because, Whatever”. It is both a provocation and a mandate for creativity. We were invited to “bring the weird” and “have more fun than anyone else” in our ambition to further cement My/Mochi’s dominance as category leader and byword for mochi ice cream.  

WHAT WE DID

We collaborated with Lovers agency. They handled brand and creative direction, we handled social growth. The idea was to take big ideas and translate them to social formats, mapping a unique creative approach to each social platform. The benchmark for the social content was the intricacy and depth usually seen only in above the line (ATL) campaigns.

We resolved to take the brand out of category and into culture. My/Mochi is a pioneer in its category, so the campaign had to break new ground with how an ice cream brand can express itself.

THE OUTCOME

The principal KPI was engagement. With this in mind, we tested a number of different hypotheses and participation mechanics to encourage interaction in order to understand what made My/Mochi’s audience spend more time on the page; iterating until we landed on successful approaches. 

With a rhythm of bold, boundary-pushing campaigns deployed across TikTok and Instagram, My/Mochi looks, feels and sounds like a brand that’s having more fun than everyone else. Thousands of fans came along for the ride. The client remains the category leader.