Mogu Mogu UK Launch and Social Media Campaign

Mogu Mogu entered the UK with retail listings but no local social audience and no brand recognition, arriving in a crowded soft drink category as distribution through Iceland, Aldi, Asda and Sainsbury came online. The challenge was to build a distinct position quickly enough to drive awareness and early sales at once. CEEK's insight was that a product with no local baggage could win attention fastest on TikTok, where trend and algorithm behaviour can be read and acted on quickly, and that the drink's texture-led novelty, an Asian beverage with chewy nata de coco, gave content a built-in hook.

CEEK built the UK brand from scratch with a TikTok-first omnichannel launch, running social media management, influencer marketing and email together, with TikTok as the primary growth channel. A branded hashtag aggregated and amplified user content, turning scattered posts into a visible pool of social proof. Commerce ran through TikTok Shop, Shopify and retail, shortening the path from watching to buying. The source does not name the hashtag or any creators.

Concentrating the market entry on one high-velocity channel let a no-name brand build reach faster than an evenly spread launch, while email and Instagram gave owned channels to retain the audience TikTok acquired. CEEK reports 45 million TikTok views, 2 million likes, 104,000 TikTok followers, 13,000 Instagram followers, 97,000 hashtag posts, a 270% ROAS and a 250% sales rise over Black Friday and Cyber Monday. Every figure is self-reported and not independently verified, with no campaign dates or absolute sales and spend numbers disclosed.