How Moj established itself as a one-stop destination for content creators through its #GlowUpWithMoj campaign

Overview

With over 160 million monthly active users, Moj has emerged as India’s #1 short video app which provides its talented community of artists, a platform to express their creativity and inspire millions of people.

Moj recently launched the fashion & beauty genre with the #GlowUpWithMoj. The campaign has garnered 10 Bn+ video plays over a period of four weeks.

Brand Introduction

Launched in July 2020, Moj is today the number one short video app in India with the highest monthly active user community of 160 million amongst Indian short video apps. The platform has evolved as the ultimate destination for entertainment, providing an immersive social experience to its community.

With the largest music catalog, a great camera experience, and best in class content recommendation engine, Moj is the perfect platform for talented creators to display their creativity to the world.

Objectives

Establish Moj is the one-stop destination for the best and game-changing beauty content.
Get bloggers, digital creators and fashion enthusiasts to create content on the challenges under #GlowUpWithMoj.

Plan of Execution

During the whole event, there were 4 challenges, 2 focused on fashion and 2 focused on beauty. Every challenge was live for 10 days.

Challenge 1: City Runway

In this challenge, the Moj creator community had to create looks inspired by their city and its popular locations while using: #CITYRUNWAY, #GLOWUPWITHMOJ

Challenge 2: Animal Inspiration Makeup

Here the creators had to explore makeup inspired by animals. They could select their spirit animals or Zodiac signs and do make-up while using #ANIMALINSPIREDLOOK #GLOWUPWITHMOJ

Challenge 3: Met Gala Look

This unique challenge gave creators a chance to showcase the best or worst Met Gala looks using #METGALALOOK, #GLOWUPWITHMOJ

Challenge 4: Retro Look

Through this challenge, the Moj creator community had to create iconic Retro Looks with their costumes, makeup, and all things jazz using #RETROLOOK, #GLOWUPWITHMOJ

For every challenge, 15 winners won vouchers worth 5K each & 1 mega winner won an iPhone 13.

The PAN India campaign was spearheaded by 140K+ influencers across different languages such as Hindi, Bengali, Gujarati, Kannada, Tamil, Marathi, and Punjabi.

Edutainment sees a surge on Moj; #LearnOnMoj reaches over 35 billion views

Some of the top digital influencers such as Kritika Khurana, Mrunal Panchal, Faby, Jinal JJ, Urfi Javed, Sameer Mark and Daizy Aizy were a part of this campaign.

Results

The following results were achieved for the hashtag campaign over a period of four weeks.

1 Mn+ User Generated Content created
10 Bn+ Video Plays
297 Mn+ Likes
24 Mn+ Shares

The results achieved proved the efficacy of the platform and popularity of the #GlowUpWithMoj campaign.

Commenting on the campaign Shashank Shekhar, Sr. Director – Content Strategy and Operations, Moj says, “Fashion and Beauty are one of the most popular and eye-catching content genres on Moj. The campaign #GlowUpWithMoj was immensely successful and inspired about 1 Mn+ content pieces and enabled our creator community to showcase their creativity. It was an exhilarating moment for us to see popular influencers Kritika Khurana, Mrunal Panchal, Faby, and Urfi Javed joining Moj and sharing their fashion and beauty aesthetics with our community.”