Playa Bowls is a vibrant and beloved quick-service restaurant (“QSR”) brand at the forefront of the health and wellness food movement, offering a tropical escape with every bite. Known for its refreshing açaí, pitaya, coconut bowls, and smoothies, Playa Bowls has become synonymous with healthy, delicious, and Instagram-worthy creations that delight taste buds and fuel active lifestyles.
With roots grounded in surf culture and community, Playa Bowls has grown from a single Jersey Shore stand to a thriving national franchise, fostering a laid-back, beach-inspired atmosphere at every location. Through its commitment to quality ingredients, sustainable practices, and community involvement, Playa Bowls continues to set the standard for delicious, guilt-free dining experiences.
How Playa Bowls Builds Local Awareness with High Quality Content & Targeted Audience Reach
160
ugc content assets
175,000
impressions
80
in person appearences
The Brand
The Ask:
Strategic Product Seeding & Promotion in local markets
Playa Bowls partnered with MOGL to develop and execute a comprehensive, ongoing campaign designed to increase brand visibility and product engagement through strategic athlete influencer collaborations.
The objective was to generate excitement for new and seasonal Playa Bowls items by leveraging college athlete talent from key university markets, dynamic content creation, and strategic media amplification to engage the local campus communities and young adult audiences through social media, particularly on Instagram and TikTok.
The objective was to generate excitement for new and seasonal Playa Bowls items by leveraging college athlete talent from key university markets, dynamic content creation, and strategic media amplification to engage the local campus communities and young adult audiences through social media, particularly on Instagram and TikTok.
The Solution:
Use Athlete UGC Content to Showcase the Product & Build Community Awareness
MOGL partnered with Playa Bowls to create a series of monthly activations that seamlessly integrated the brand’s vibrant personality with the authentic voices of college athlete influencers. The campaign was anchored by high-engagement content where athletes from targeted universities showcased new and seasonal Playa Bowls items in dynamic, relatable ways.
The activation featured a streamlined approach where MOGL managed the selection and scheduling of athletes from schools like the University of Florida, Rutgers, Montclair State, Princeton, Rowan, and Rider. Once selected, each athlete received a voucher code directly in their loyalty account, allowing for easy redemption and consistent promotion of the featured item at their local Playa Bowls location.
Some of the participating influencers included:
Tsamue Wu, Florida Golf, - 57.4% ER
Evelyn Van Zwieten, Florida Track & Field, - 33.5% ER
Julie Ruskan, Rider Track & Field, - 16.1% ER
Faith Evans, Rider Track & Field, - 18.2% ER
Kelseigh O'Neil, Rutgers Track & Field, - 11.8%
MOGL managed the campaign from concept to completion, delivering a seamless execution that consistently promoted Playa Bowls’ new and seasonal offerings in an engaging and dynamic way. The approach included:
Developing the Creative Vision: MOGL planned the monthly campaign activations, incorporating thematic ideas around holidays, seasonal flavors, or trending moments to resonate with the target audience. Each campaign was designed to be visually appealing and aligned with Playa Bowls' vibrant brand identity.
Talent Selection: MOGL sourced athletes from strategic university markets, focusing on those with strong local followings and an affinity for health and wellness. Participating schools included the University of Florida, Rutgers University, Montclair State University, Princeton University, Rowan University, and Rider University. 10 athletes were selected each month throughout the program.
Content Production: MOGL coordinated content creation with the selected athletes, guiding them to showcase the featured Playa Bowls item in an authentic, relatable way. Athletes were provided with a voucher code in their loyalty account, redeemable at their designated campus Playa Bowls location (Gainesville, FL, New Brunswick, NJ, Princeton, NJ, Montclair, NJ, and Rowan, NJ). This streamlined the athlete experience and ensured consistent, branded content.
The activation featured a streamlined approach where MOGL managed the selection and scheduling of athletes from schools like the University of Florida, Rutgers, Montclair State, Princeton, Rowan, and Rider. Once selected, each athlete received a voucher code directly in their loyalty account, allowing for easy redemption and consistent promotion of the featured item at their local Playa Bowls location.
Some of the participating influencers included:
Tsamue Wu, Florida Golf, - 57.4% ER
Evelyn Van Zwieten, Florida Track & Field, - 33.5% ER
Julie Ruskan, Rider Track & Field, - 16.1% ER
Faith Evans, Rider Track & Field, - 18.2% ER
Kelseigh O'Neil, Rutgers Track & Field, - 11.8%
MOGL managed the campaign from concept to completion, delivering a seamless execution that consistently promoted Playa Bowls’ new and seasonal offerings in an engaging and dynamic way. The approach included:
Developing the Creative Vision: MOGL planned the monthly campaign activations, incorporating thematic ideas around holidays, seasonal flavors, or trending moments to resonate with the target audience. Each campaign was designed to be visually appealing and aligned with Playa Bowls' vibrant brand identity.
Talent Selection: MOGL sourced athletes from strategic university markets, focusing on those with strong local followings and an affinity for health and wellness. Participating schools included the University of Florida, Rutgers University, Montclair State University, Princeton University, Rowan University, and Rider University. 10 athletes were selected each month throughout the program.
Content Production: MOGL coordinated content creation with the selected athletes, guiding them to showcase the featured Playa Bowls item in an authentic, relatable way. Athletes were provided with a voucher code in their loyalty account, redeemable at their designated campus Playa Bowls location (Gainesville, FL, New Brunswick, NJ, Princeton, NJ, Montclair, NJ, and Rowan, NJ). This streamlined the athlete experience and ensured consistent, branded content.
The Results:
Generated 175,000 targeted impressions from potential consumers and 160 unique pieces of content
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MOGL’s comprehensive campaign for Playa Bowls effectively engaged a highly targeted audience, generating 175,000 targeted impressions from potential consumers. The campaign outperformed industry standards, delivering higher-than-expected engagement rates and fostering authentic connections with a health-conscious demographic.
Influencer partnerships and content strategies amplified brand visibility, driving increased interest in Playa Bowls while reinforcing its position in the wellness and lifestyle sector.
Influencer partnerships and content strategies amplified brand visibility, driving increased interest in Playa Bowls while reinforcing its position in the wellness and lifestyle sector.
Campaign Yield
Total Impressions:
175,000
In Person Appearances:
80
UGC Content Assets:
160
Audience Gender Breakdown:
Female: 56.5% Male: 43.5%
The Results:
Generated 175,000 targeted impressions from potential consumers and 160 unique pieces of content
August UGC Compilation
July UGC Compilation
Anna Katherine Risalvato Content Deliverable