Case Study
MOZO Repositions from Workwear to Lifestyle Brand
MOZO
Known for its durable culinary footwear, MOZO aimed to evolve into a broader lifestyle brand while maintaining its loyal chef audience.
Industry: Apparel / Culinary / Lifestyle
Location: United States
Project Scope: Brand positioning, real-time social campaign, influencer strategy
Solution Provided: Crafted a real-time, lifestyle-focused campaign—#MOZOlife—blending influencer content, event coverage, and social storytelling to expand the brand’s reach beyond kitchens and into everyday culture.
The Challenge
The Solution
- Brand Narrative Through Real-Time Content: #MOZOlife centered on showing how chefs wear MOZO from work to play—leveraging live content from food and culture events.
- Influencer Integration: Renowned chefs became the face of the campaign, wearing MOZO in both professional and casual settings—showing off the brand’s flexibility.
- Social Storytelling Engine: Content from the campaign fueled other channels, reinforcing the narrative of MOZO as a movement—not just a shoe brand.
The Results
The campaign ignited a shift in brand energy and audience engagement:
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25% growth in social followers
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48% lift in referral traffic to the website
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3,067% increase in content engagement over three months
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Surge in user-generated #MOZOlife content that catalyzed a community-driven movement
With a new identity grounded in real-world use and shared stories, MOZO stepped into a broader lifestyle market—without losing its soul.
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