The short answer: MOSH, the brain health bar brand, had a Target launch coming up and no channel set up to promote it. Augmentum Media built a gifting programme around a cause, brain health in women, rather than the product. 8.8% of the 14,956 creators we contacted opted in, and the first wave produced 1,221 pieces of content, 532 Reels and 3.7M impressions. MOSH now buys its favourite pieces to run as Meta ads.
MOSH is a family-founded brain health brand. Its protein bars are made with brain-focused ingredients, and every purchase helps fund Alzheimer's research. We started working together in summer 2026.
MOSH needed two things at once: content to carry its Target launch, and an always-on conversation about brain health.
The short answer: MOSH, the brain health bar brand, had a Target launch coming up and no channel set up to promote it. Augmentum Media built a gifting programme around a cause, brain health in women, rather than the product. 8.8% of the 14,956 creators we contacted opted in, and the first wave produced 1,221 pieces of content, 532 Reels and 3.7M impressions. MOSH now buys its favourite pieces to run as Meta ads.
MOSH is a family-founded brain health brand. Its protein bars are made with brain-focused ingredients, and every purchase helps fund Alzheimer's research. We started working together in summer 2026.
MOSH needed two things at once: content to carry its Target launch, and an always-on conversation about brain health.
How do you launch into Target with no channel to promote it?
A Target launch coming up that needed footfall and sales velocity
No marketing channel set up to promote it
Content needed at volume, with a clear projection of what it would deliver
Meta costs rising, with the ad team short of fresh creative
The goals: top-of-funnel awareness and earned media, plus as much creator content as possible for Meta
How do you launch into Target with no channel to promote it?
A Target launch coming up that needed footfall and sales velocity
No marketing channel set up to promote it
Content needed at volume, with a clear projection of what it would deliver
Meta costs rising, with the ad team short of fresh creative
The goals: top-of-funnel awareness and earned media, plus as much creator content as possible for Meta
How do you get creators to opt in when there's no fee?
1. The First 30 Days
Found 50,000 creator profiles and contacted 14,956 of them
1,319 creators opted in to the gifting campaign
Each one received a $100 Target bundle: a month's supply of MOSH bars in a Target-themed basket
2. Lead With the Cause, Not the Product
Outreach framed the campaign around brain health and cognitive function in women
MOSH featured in the content without being the centrepiece
Creators responded to the cause: 8.8% opted in, against the 2% we projected
3. Hands-On From Box to Post
Helped MOSH build the boxes when shipping became a bottleneck
Checked in within days of each box arriving
Prompted for content and kept nudging creators who hadn't posted yet
4. Content Into Paid
MOSH's team picks its favourite pieces from the programme
Buys the rights to run them as Meta ads
One programme now feeds both the brand team and the Meta team
What did gifting deliver for MOSH?
14,956 creators contacted
1,319 opted in, an 8.8% opt-in rate
1,055 creators gifted
1,221 pieces of content, including 532 Reels
3.7M impressions, 59% of them from Reels
Figures as of 5 October 2026, with content still coming in
How do you get creators to opt in when there's no fee?
1. The First 30 Days
Found 50,000 creator profiles and contacted 14,956 of them
1,319 creators opted in to the gifting campaign
Each one received a $100 Target bundle: a month's supply of MOSH bars in a Target-themed basket
2. Lead With the Cause, Not the Product
Outreach framed the campaign around brain health and cognitive function in women
MOSH featured in the content without being the centrepiece
Creators responded to the cause: 8.8% opted in, against the 2% we projected
3. Hands-On From Box to Post
Helped MOSH build the boxes when shipping became a bottleneck
Checked in within days of each box arriving
Prompted for content and kept nudging creators who hadn't posted yet
4. Content Into Paid
MOSH's team picks its favourite pieces from the programme
Buys the rights to run them as Meta ads
One programme now feeds both the brand team and the Meta team
What did gifting deliver for MOSH?
14,956 creators contacted
1,319 opted in, an 8.8% opt-in rate
1,055 creators gifted
1,221 pieces of content, including 532 Reels
3.7M impressions, 59% of them from Reels
Figures as of 5 October 2026, with content still coming in
Campaign in Numbers
Creators Contacted
Creators Contacted
14,956
14,956
Opt-In Rate (2% Projected)
Opt-In Rate (2% Projected)
8.8%
8.8%
Pieces of Content
Pieces of Content
1,221
1,221
Impressions
Impressions
3.7M
3.7M
Why did it work?
Cause first → Creators opted in for brain health, not for a product pitch
Hands-on follow-up → Check-ins within days kept content coming after the boxes landed
Built for paid too → The best creator content goes straight into MOSH's Meta ads
Flexibility → We helped with shipping when it slowed, and the launch is now moving into monthly seeding and affiliate
Why did it work?
Cause first → Creators opted in for brain health, not for a product pitch
Hands-on follow-up → Check-ins within days kept content coming after the boxes landed
Built for paid too → The best creator content goes straight into MOSH's Meta ads
Flexibility → We helped with shipping when it slowed, and the launch is now moving into monthly seeding and affiliate
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