My/Mo’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/Mo’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. Talking big ideas and translating them to social formats, mapping a unique creative approach to each social platform.
The intricacy and depth of creative content production more commonly associated with ATL and translate to social formats.
Taking brand out of category and into culture. They are category leaders and we had to help them behave this way, as pioneers there, social content needed to reflect this, so our strategy involved creating a social content that is completely, new, innovative and not something any of their competitors had done before
Offence is the best defence. In this instance in defending category dominance
Our 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/Mo’s audience spend more time on the page; iterating until we landed on successful approaches.
With a rhythm of bold, boundary-pushing campaigns being deployed across TikTok and Instagram, My/Mo looks, feels and sounds like a brand that’s having more fun than everyone else, with hundreds of thousands of fans who want to come along for the ride.