Zest developed a strategic communications campaign for Moose Cider, turning the brand into a bold, community-led attitude built around #IAMMOOSE, creator stories, competitions, events and collaborations.
Moose needed to connect with young urban professionals and pre-family audiences who wanted products with personality, authenticity and lifestyle relevance. The campaign needed to build awareness, interest, decision and engagement across online, website and on-ground activity.
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The campaign was built as a full journey, with online content, website actions and on-ground activations working together to move audiences from recognition to participation.
The campaign defined Moose as bold, original, authentic and fresh, then translated that attitude into community, creator and social-content ideas.
Zest developed a range of campaign activations designed to create participation: photo competitions, cocktail challenges, co-working events, meet-ups, music collaborations and city adventure mechanics.
The campaign framework gave Moose a complete activation ecosystem, from social storytelling and KPI tracking to on-ground events, partnerships, customer journey planning and loyalty-building ideas.
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