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Client: Moody Activewear

A socially responsible activewear brand that gave back. created to make a difference to all those people out there who struggle with their own mental health.

Industry
Fitness & Apparel

Location
Australia

Services
Brand Strategy
Social Media
Influencer Strategy
Content Shoot
Brand Partnerships
Business Strategy & Forecasting

The Brand

Moody Activewear was founded in 2016 with the intention to be a socially responsible activewear brand that gave back. After founder, Louise McCann lost her mother to Huntington’s Disease, a disease quite often linked to mental illness, she decided that Moody Activewear would be created to make a difference to all those people out there who struggle with their own mental health.

The key point of difference for Moody Activewear is that all profits go to charity. When Lou approached us, this wasn’t yet a clear statement on her socials or website. We emphasised the need to highlight it at every possible point to drive sales towards people’s growing desire to feel like their money is going towards a good cause rather than to big corporations.

The Brief

To help Moody create a brand strategy, including writing their digital marketing strategy.

They’re main objective was to grow followers, leverage brand partnership opportunities and drive revenue via their extended audience, new range and brand partnerships.

The Solution

We solved this by:

Conducting a brand discovery session to define Moody Activewears objectives and goals for the brand.

From the brand discovery we created a strategy document that outlined a 6-12 month plan for the brand and the business.

Another area Moody wanted help with was content creation. Through a micro influencer strategy campaign, we recruited an eclectic group of women with a wide range of body types to come to Bondi for a Moody Activewear photo shoot. Using Bondi Beach as the backdrop we captured 100’s of still images of women in their Moody leggins and crop tops.

With the success of the photo shoot, our next objective was to secure some video content. We leverage a partnership with female fitness studio Lean Bean and their instructors to capture video showing Moody Activewear in motion.

Brand Partnerships

One of their key objectives was to leverage brand partnerships better. Having worked on a partnership opportunity with the charity Liptember, we helped Moody extend the campaign to include a red lipstick partner Tasneem Cosmetics. Through a giveway of red lipsticks we were able to engage a new audience for Moody Activewear as well as align with Liptember’s campaign angle, the ‘red lip’.

NFP Strategy

Being a NFP brand where 100% of profit is donated to mental health charities, we agreed that a key objective was to communicate this more clearly to the Moody audience.

 

Processes

Finally, we helped Moody put some business processes into their operations. By creating reporting processes and templates and forecasts, we were able to set KPI’s and goals for the business.

“I have had the pleasure of
working closely with Digital Collective Co the past few months and I cannot rave about them enough! Their expertise, support, professionalism & all-around divineness have been far beyond what I could have dreamt of when I went in search of an agency to help me elevate and grow Moody. They go above and beyond in every way… love them!”

Louise McCann
Founder & Owner | Moody Activewear