THE BRIEF
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 into 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.
We searched the world for the best in creative social media partner to take our brand to the next level. It was OK COOL. Their team took our ‘Because, whatever” ethos and ran with it, introducing a rich new universe of creativity and content for our social channels. OK COOL’s insightful strategies and killer creative continues to help us navigate the changing tides of social, connect with our consumer and maintain our position as market leaders.