How Moon Juice used quirky content to create a cult following

The Moon Juice Instagram is so bizarrely catered to my interests that I can't believe anyone but me would enjoy their content.

Turns out I'm not as unique as I thought </3.

Some examples of what's filling the feed...up-to-date astrology info-drops, libido-boosting brownie recipes, and a BRAT-inspired matcha.

Wait, what exactly is Moon Juice??

Mysteriously, the brand describes itself on IG as 'Plants, science, wisdom 🌈🍄.' But, really, they're a juice bar chain/skincare and supplement company. With intense California wellness culture voibes.

What's intriguing about the company is the growth of their online community since they started out as a singular juice bar in 2012. They have a whopping 431K Instagram followers locked into their informative, playful feed.

And their TikTok is popping too, with 14.7K following their Sleepy Girl Mocktail content. (A trend-turned-trademarked product where girlies create adrenal-calming, magnesium-filled bedtime drinks.)

But what’s the strategy behind the seemingly random Moon Juice content?

Basically, it's their open way of discussing kinda gross health stuff on all platforms. Always in a uniquely cutesy, but informative way.

And the radical honesty of their posting comes from founder Amanda Chantal Bacon. She's been criticised for being too open in the past, sharing her everyday routine described by some as wealthy, white, and weird.

For example, she says things like, 'For lunch, I had zucchini ribbons with basil, pine nuts, sun-cured olives, and lemon, with green tea on the side. This is such an easy, elegant, and light meal.'

Sounds kinda yum to be honest. But I get the critique. Using pine nuts alone is somehow elite.

Yet, when asked about the controversy surrounding her practices in the wellness space, Bacon didn't back down. She simply acknowledged her privilege, then explained her point of view. She doesn't eat out or get her nails done so she can afford acupuncture, contrast therapy and B12 shots. I'm into it.

And the old all-publicity-is-good-publicity cliché has proved true for the brand.

Bacon says the 'health-shaming' she experienced was one of the greatest things to happen to Moon Juice.

And she didn't apologise, either. Instead, she re-enforced her purpose and perspective. 'If even 2 percent of that traffic made a difference in someone’s life, if they learned just one thing, I’ll take it. Health shame me all day long!'

Bacon's commitment to being honest has seen the Moon Juice brand flourish. Hundreds of thousands of followers are locked into their candid content. And business seems to be booming.

Bacon's personal brand is also quite successful.

She has 32.8K followers on IG, and appears regularly on podcasts like Behind her Empire and The Art of Being Well. I tried my best to do some ~ investigative journalism ~ and uncover Bacon's net worth to show she's creaming it... and was unsuccessful.

Luckily, I'm a clued-in follower, so I can tell you that she is always on holiday, seems to be relaxing in beautiful homes/spas/gardens A LOT, and has a top-tier wardrobe. And in 2018 she listed her mansion for $6.495 million USD.

So I have the feeling she's doing well for herself.

As it turns out, more is more.

The success of the Moon Juice socials shows extravagant, sort of buzzy content works. And it's something you can bring into your marketing strategy, too. (Bonus points if you can make the content come across as 'unfiltered' and honest.)

So, post about the full moon in Scorpio, the best ways to bio-hack, and a recipe for activated almond friands. Or whatever other niche interests you have.

And if your community doesn't IMMEDIATELY love it, I can promise you that I will. <3

-Maggie, Copywriter