IN BRIEF
When Canadian luxury outerwear brand Moose Knuckles entered a pivotal team transition right ahead of their SS26 rollout, Plural stepped in as their interim social media lead.
Partnering closely with the Moose Knuckles team, we built a social-first foundation across Instagram and TikTok by establishing workflows, elevating existing assets and creating net-new content for the brand.
Moose Knuckles is a Canadian luxury outwear brand known for merging technical durability with elevated aesthetics. As Moose Knuckles prepared for its SS26 campaign, its marketing team tapped Plural to serve as their interim social lead from January through April 2026. Plural was tasked with leading channel management, establishing long-term systems and executing a social presence aligned with the brand's seasonal vision.
Now how do you maintain social momentum during a key transition window? Moose Knuckles needed to align social output with a 360-degree marketing calendar.
Engaging Plural allowed the brand to keep social channels active, streamline internal approval processes and maintain community engagement.
Plural implemented a phased strategy designed to build standard operating procedures and refresh the brand’s social identity.
Plural collaborated with Moose Knuckles to build an efficient social workflow from scratch. We authored a Mini Social Audit, updated their Tone of Voice and refreshed Engagement Guidelines. Most importantly, our team established organized content pipelines using Miro boards and Google Slides calendars to streamline stakeholder approvals.
To complement Moose Knuckle’s campaign lookbook assets, Plural reanimated the static imagery into dynamic carousels and motion graphics. What’s more, we also executed net-new productions, like a Lunar New Year flat-lay shoot and in-store content capture.
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Plural handled channel management across Instagram and TikTok for three months, orchestrating content around SS26 seasonal drops and weekly trends. In April, Plural integrated and onboarded Moose Knuckles' newly hired internal social lead.
By integrating seamlessly with the client's marketing schedule, Plural ensured Moose Knuckles didn't miss a beat. Achieving a 24% growth in TikTok followers and capturing over 213K views on a single asset all underscored the effectiveness of our work. It’s clear our creative execution, channel management and workflows ensured the SS26 social launch was a success.
Plural’s stewardship of Moose Knuckles demonstrated the power of a flexible and strategic partnership during key moments of brand evolution. By establishing organized approval workflows, elevating core assets and expanding social reach, Plural maintained Moose Knuckles’ market presence and set up their expanding in-house team for long-term success.
Whether your brand is navigating internal growth or looking to expand its social presence, Plural brings structure and creativity to every project. Reach out to us at plural.co/contact.
Mary Stringham is a Senior Content Strategist & Copywriter specializing in digital storytelling for brands across fashion, beauty, design and beyond. She brings a strategic eye and creative voice to every project, crafting content that connects and converts. Outside of work, you’ll find her testing new recipes, volunteering with dogs or getting lost in a good novel.
