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Moose Cider

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.

Strategic Communications Campaign & Brand Activation PlatformBeverage / FMCGThailand
CampaignSocial MediaBrand ActivationFMCG
Campaign & Content
Moose Cider
Strategic Communications Campaign & Brand Activation Platform
CampaignSocial MediaBrand ActivationFMCG
From brief to result

A connected path from problem to practical outcome.

The project is shown as a sequence of decisions, creative development and practical outputs.

01

Challenge

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.

02

Approach

Zest mapped the campaign through awareness, interest, decision and engagement, using three core behaviours: creating, sharing and connecting people. The work connected social concepts, KPIs, budget planning, customer journeys, competitions, on-ground activations and partnership ideas.

03

Solution

The #IAMMOOSE platform gave the brand a participatory idea: people could show boldness, share creator stories, design limited bottles, mix cocktails, join events and connect through music, co-working and city experiences.

04

Outcome

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.

The thinking behind the work

The key ideas behind the work.

The information from the original project materials is presented here as a native case-study narrative.

01

The strategy connected awareness, interest, decision and engagement.

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.

02

Moose became an attitude people could identify with and share.

The campaign defined Moose as bold, original, authentic and fresh, then translated that attitude into community, creator and social-content ideas.

03

The platform expanded into competitions, events, partnerships and city experiences.

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.

Evidence and practical value

Selected proof points from the work.

The project was designed to create a useful system, environment or communication outcome—not a single isolated visual.

01

#IAMMOOSE campaign platform created for creator stories and participatory social engagement.

02

Strategic plan mapped awareness, interest, decision and engagement stages.

03

KPI framework covered online content, website performance and on-ground activity.

04

Budget allocation included on-ground events, Joox collaboration, city challenge, online campaigns, online advertising and CSR video.

05

Customer journey connected social media, SEO, click-throughs, landing page, conversion events, sales, loyalty and advocacy.

06

Activation ideas included event parties, co-working sponsorships, meet-up nights, Moose Minds, Joox playlists and city adventures.

Connected scope

The disciplines Zest brought together.

The scope is presented as one connected project system rather than a long service list.

01Strategic marketing plan
02Audience definition and mindset mapping
03Awareness, interest, decision and engagement journey
04#IAMMOOSE campaign platform
05Creator interview and social storytelling concepts
06Online competition concepts
07Customer journey and conversion framework
08KPI and measurement framework
09Budget allocation model
10On-ground event and partnership concepts
Related services

The service areas behind this project.

These are the connected capabilities Zest brought together to shape and deliver the work.

Related work

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