MOMA
Building better habits, one sip at a time: the MOMA Immunity Milk influencer launch
ABOUT THE PROJECT
Building better habits, one sip at a time: the MOMA Immunity Milk influencer launch
To launch MOMA’s new Immunity Milk, the MOMA team developed a wellness-led influencer event concept and brought us on board to bring it to life. We delivered the full end-to-end execution, transforming the idea into an immersive, creator-first experience designed to introduce the product in a way that felt credible, social and rooted in modern self-care culture.
The morning began with a Pilates session, setting a calm and energising tone for the event, before guests were invited to enjoy a relaxed, design-led brunch featuring a menu of vibrant dishes and smoothies and hot drinks, naturally, all made using MOMA Immunity Milk.
We worked with MOMA to curate a targeted influencer list aligned with the brand’s audience. Leveraging Instagram Stories as a real-time performance metric, we tracked reach, engagement, and impressions to capture the live buzz and bring each influencer’s followers into the event experience.
To elevate the experience beyond a traditional influencer event, we also curated a mindset talk from much-loved wellness voice Izzy Utterson, centred on intentional days, everyday habits and immunity, creating a genuinely inspiring and culturally relevant moment aligned with MOMA’s positioning.
This intimate, highly curated launch garnered a 100% attendance rate, delivered strong creator engagement and social cut-through. It achieved a combined audience reach of over 1.8 million including 50 Instagram Stories with a combined reach of over 200,000. Together, this positioned MOMA’s new Immunity Milk as a credible and culturally relevant addition to everyday wellness routines.
