Moxies: Launching a New Kind of Social Platform IRL

Overview

Moxies was built to reimagine what digital connection can look like for girls ages 8–12—a social platform designed around confidence, creativity, healthy habits and real friendships. Moxies

So when it came time to launch the product in Moxies’ hometown of Greenwich, the experience needed to bring that mission off the screen and into real life.

Mostest partnered with Moxies to create a product launch that introduced the platform to the girls and families it was built for—turning a technology launch into a community experience.

The Goal

Moxies wasn't launching just another app. It was asking parents and girls to imagine a different relationship with technology.

The event needed to make that promise tangible.

Rather than simply demonstrating the product, the goal was to create an environment where girls could play, create and connect together—the same behaviors Moxies was designed to encourage digitally.

The Challenge

A product designed for both kids and parents creates two very different audiences.

The experience needed to feel exciting and fun for girls while simultaneously giving parents confidence in the product and its purpose. And because Moxies centers on healthier digital behavior, the launch itself couldn't feel overly focused on screens.

The event needed to demonstrate the brand's central idea: technology should support connection, not replace it. Moxies describes its platform as combining moderated interaction, customizable avatars and confidence-building activities in a safer digital environment for tween girls. Moxies

The Mostest Approach

Mostest translated the Moxies brand into a physical experience designed around discovery, participation and community.

[Coordination:] Managed vendors, logistics, setup and on-site execution so the Moxies team could focus on its product and community.

The Results

The launch helped take Moxies from a digital product to a real-world community. Founder Juliette Blake later shared that Moxies had hosted 17 events leading into its June 26 launch, reflecting the company's community-led approach to introducing the platform. LinkedIn

For a company building the future of digital connection, the launch started somewhere intentionally analog:

girls, friends and families together in the same room.

Why It Worked

The product was digital. The launch was human.

Moxies is designed to help technology strengthen confidence and friendship. The event gave girls and parents the opportunity to experience that mission before they ever opened the app.

Because sometimes the best way to launch a technology designed around connection is to bring everyone together first.