Don’t skip brain day
Part 1The question

Your angle. Where you would take our social positioning, and the single idea you would want MOSH to own.

MOSH already makes brain health food. On social, I’d make brain health a daily habit.

Don’t skip brain day.

The single idea I’d build everything around.

Our bodies
Morning routine
Have one
Our faces
Skincare routine
Have one
Our brains
Brain routine
Nobody owns this — MOSH should

We have morning routines for our bodies, skincare routines for our faces but nobody has given people a routine for their brain. MOSH should own that space.

The proof point
Cognizin® Citicoline

The proprietary Cognizin® Citicoline is a genuine differentiator that no competitor can touch. That’s the proof point that makes the idea credible, not just catchy.

Part 1The question

What content pillars would you build the MOSH feed around?

Content pillars

{{ p.num }} {{ p.title }}
01

Brain Food

1B+recipe searches on Google every month

Recipes, snack plates, MOSH-inspired Ninja Creami creations, brainy breakfasts. Recipe content is one of the highest-performing formats across both social and search. Google processes over a billion recipe searches monthly. This pillar gets MOSH into people’s daily routines and gives them a reason to buy more than one box. It earns attention without feeling like an ad and gets people into our social funnel via explore page, FYP because of the high visibility of recipes. 

02

Retail

Hauls, store finds, “where to buy” content rotating across Target, Kroger, Whole Foods, and beyond. Retail is a massive channel for MOSH. A few posts a month rotating across retailers, hauls, store finds, gift ideas, recipes, keeps the brand visible where people are actually shopping and makes it easy for them to find it.

Creator unboxing MOSH bars
03

Social Proof

1–2×a week, the community speaks for the brand

UGC videos, customer quotes, review carousels, real humans sharing real experiences. When do they reach for MOSH, what flavor do they love, what do they notice after a few weeks. One to two times a week the community should be speaking for the brand. People trust people more than they trust brands. 

04

MISSION LED

MOSH is mission-led and the founders are genuinely passionate about why this brand exists. We need to reflect that in the content calendar consistently. Founder stories, Alzheimer's mission, philanthropy, Q&As, storytimes — these are the formats that let the community hear directly from Maria and Patrick. It's an important part of the brand and it should show up that way.

05

BRAINY EDU

This is where we actually educate. Brain health hacks, productivity tips, TED talk clips, biohacking, expert quotes, small daily habits that make a real difference, i.e. like switching to your non-dominant hand, which forces your brain to create new neural pathways. Content that gives people something useful whether or not they've ever tried MOSH.

06

Yum

Close-up shots, flavor highlights, satisfying texture videos, taste tests, macro breakdowns. We want content that is going to make people want to eat the bars! 

Bonus pillar

Parent and Child

There’s a deeply emotional and underexplored story here. Children who are proactively protecting their parents’ brain health, inspired by watching someone they love struggle with cognitive decline. Maria’s own story began there. This dynamic is authentic to MOSH’s DNA and creates some of the most shareable, emotional content a brand can produce.

Storytime format

“My mom and I go on hikes together every weekend. Here’s how we keep our brains healthy.”

Part 1The question

How would you start building the audience?

Audience build

First moves

{{ m.num }}

{{ m.title }}

{{ m.body }}

{{ c }}
Part 1The question

How would you measure success?

Success metrics

Beyond Impressions and Follower count , here’s what I’d track and why:

{{ k.title }}

{{ k.num }}
{{ c }}

{{ k.body }}
Part 2The question

First cohort of creators

MOSH’s audience

Proactive preventers

30–50Health-conscious adults
Urbanmarkets
Longevityalready on their mind

MOSH’s audience is proactive preventers. Health-conscious adults aged 30 to 50 in urban markets who are already thinking about longevity. I’d seed and partner with creators who live at the intersection of brain health, education, and lifestyle.

Brain health
Education
Lifestyle
MOSH creators
Macro / Hero tier
{{ c.handle }} {{ c.followers }}

{{ c.desc }}
Mid tier
{{ c.handle }} {{ c.followers }}

{{ c.desc }}
Part 2The question

Write a brief for one creator from your first cohort.

Lisa Genova
Creator brief: @authorlisagenova

Myth or Truth — Brain Health Series

Format1 9x16 60-second talking head videos, seated at a desk or in a bright clean room
ToneWarm, educational, conversational. Like talking to a brilliant friend, not a lecture
Opening for each video“Myth or Truth with neuroscientist Lisa Genova”
Myth or Truth
Video {{ active.n }} — {{ active.topic }}

{{ active.claim }}

{{ active.verdict }}

“{{ active.script }}”

All content subject to FTC compliance. #ad required in caption. Scripts reviewed and approved by talent prior to filming.

Part 3The question

Quick Read on Current Social

What’s working

The founders come through

Whenever Maria or Patrick shows up on camera the content immediately feels warm, credible, and more human. It is one of MOSH’s biggest assets and I love how much founder-led content there is. 

Retail support

The retail support is also solid. Showing the brand in Target and Sprouts makes MOSH feel accessible and established, which matters for a brand still building mass awareness.

Magic Mind + Everyday Dose giveaway

The Magic Mind and Everyday Dose giveaway was a smart play. Right audience, right brands, right format.

What I’d change

TikTok

TIKTOK NATIVE CONTENT

Right now the content leans product-first. TikTok rewards discovery, entertainment, and education, so there’s a big opportunity to lean into trending sounds, search-friendly hooks, and formats built for the FYP.

Three content types I’d lean into
01Educational brain health content optimized for search
02Creator-style storytelling that feels personal not branded
03Trend participation that ties back to the MOSH mission
TikTok is a search engine now.

High-intent searches MOSH is perfectly positioned to own:

{{ s }} Opportunity
Instagram

SOME EXAMPLES

The Yum factor is also underleveraged. The product is genuinely appetizing and the close-up content isn’t doing it justice. I’d invest in one strong content shoot per month focused purely on making the bar look irresistible.

Post 1Today
No hookNo storySingle image
Turn up the yum

Great shot. No content.

The product is genuinely appetizing. This shot deserves a caption and a reason to stop scrolling.

Post 2Today
Room for narrationRoom for a storyRoom for a trending sound
Video

Great footage. Let it talk.

The visuals are there. Adding narration, a simple story, and a trending sound would give this video the hook it needs to travel.

The signature brain blend
Cognizin Lion’s mane Ashwagandha

The brand’s biggest differentiator!

I’d build an ongoing education series specifically around each ingredient, what it does, why it matters, and why MOSH chose it. That’s content that earns saves, builds credibility, and no competitor can replicate.