The Matcha Mob: A Fan-Fuelled Success Story

The Challenge

Launching a new consumer product brand built around a creator is a high-risk endeavour. The challenge was not just to sell matcha but to build a community that felt genuine ownership of the brand, ensuring that Ashley's existing audience became true evangelists rather than passive consumers.

The Strategy

Moby Ventures invited Ashley's fans into the process of building Nami Matcha from the ground up. Rather than launching and then seeking community support, the team structured the entire development journey around fan input, naming her super fans the Matcha Mob and creating a formal community around them. Polls, co-creation moments, and behind-the-scenes content kept them engaged and invested throughout, so that by launch day, the product felt as much theirs as Ashley's.

The Work

The Matcha Mob were consulted on features, colour palettes, and brand decisions throughout the product development process. They had their own dedicated website, received exclusive behind-the-scenes content, and were rewarded with early access at launch. The result was a brand that had built its own loyal, emotionally invested audience before a single unit went on sale.

Results

Nami Matcha generated six figures in gross product sales across 139 countries and is on track to become a multi-seven-figure turnover business in its first year.

The Judges' Verdict

“The co-creation model was described as authentic and emotionally resonant, and the commercial results were exceptional.”