Launching into the highly competitive global activewear market, mimoa, the brand founded by Georgina Rodríguez, needed a distinctive social identity, building an engaged community and creating a social presence that balanced aspirational lifestyle content with a relatable, product-led narrative.
Year
2026
Scope
Social Launch
Timeline
6 month
Launching Celebrity-owned Athleisure Brand on Social
Our approach centred on building a distinctive social identity that positioned mimoa as a contemporary activewear brand designed for every version of you. Our scope included social strategy, creative direction, content production and community management. Mixed media carousels became a central part of the creative approach, combining campaign imagery, lifestyle moments and product storytelling to encourage deeper engagement. This was supported by a considered mix of video content, community-led storytelling and commercially focused creative, designed to turn initial awareness into sustained interest and website traffic. The result was a high-impact social launch, achieving: - 23.6M content views - 10.1M accounts reached - 147.2K interactions - 65.1K website visits
