Embodied Inc. is the proud maker of Moxie,
the world's most advanced AI learning robot for kids ages 5-10.
As a social media strategist, I was brought on to introduce their product to TikTok.
25,000 views
1,208 likes • 54 comments • 146 shares • 140 saves
Moxie is designed by a veteran team of technologists, neuroscientists, child development specialists, and creative storytellers who all share one goal:
To transform access to academic and behavioral support for parents and educators.
In May of 2023, I was approached by the Chief Marketing Officer of Embodied to bring the marvel of Moxie to a new market. After a quick onboarding process, I created a strategy designed to enthrall TikTok audiences and educate potential customers of the countless games, activities, and exercises that Moxie brings to families.
In just three months, I grew the account to over 60,000 followers and made Moxie the most famous robot on TikTok. Today, Moxie has over 85,000 followers/
This strategy consists of a mix of educational videos, popular trends, and community questions. By incorporating a variety of content archetypes, I am able to clearly convey Moxie's skillset while also developing a fun and modern brand identity for Embodied.
Educational videos, like the one on the right, can be found under a playlist series called "Moxie in Motion." They focus on Moxie's robust library of activities, games, and conversation topics designed to aid a child's social and emotional development.
77,200 views
3,908 likes • 60 comments • 504 shares • 495 saves
16,000 views
620 likes • 35 comments • 37 shares • 54 saves
As incredible and as helpful as Moxie can be, families are understandably wary of incorporating AI into their kid's life. By allowing audiences to see real-time conversations with the robot, the brand and I were able to transform fear and disdain into excitement and fascination. Uncertainty of technology is nothing new. After all, people disregarded the telephone when it was first invented, and computers were once thought to be a fad of the 80s. Now both live harmoniously in our world and are integral parts of our society. Embodied believes AI can be just as important, and it is my job to prove it to their audiences.
Of course, the fun of social media is leaning into trends and harmless bits that keep the audience engaged. There is no denying that Moxie resembles other robots in pop culture, both good and evil.
With my guidance, I encouraged the brand to lean into this unique selling proposition as an organic advertising opportunity. While the brand wanted to shy away from any conversations that may put their product in negative light, I knew that those comments would never go away and saw this as an opportunity to control the narrative.
7,300,000 views
615,000 likes • 6,199 comments • 25,000 shares • 50,000 saves
36,000 views
493 likes • 13 comments • 20 shares • 28 saves
Today, the @moxierobot TikTok account averages 55,000 views and over 1,500 likes per video. By implementing my strategy, the brand has seen an incredible boost in brand awareness and even began attributing sales to TikTok specifically after Moxie became such a viral sensation.