Maple in Motion Wellness Club
Turning natural energy into a creator-led wellness experience.
The opportunity
Maple from Canada wanted to build awareness of pure Canadian maple syrup beyond its traditional role as a pantry staple, positioning it as a natural source of energy for active, health-conscious lifestyles.
The challenge was to bring this message to life in a way that felt credible within wellness culture, visually engaging on social media and authentic to the creators sharing it.
The idea
The Maple in Motion Wellness Club was developed as an immersive, creator-led experience bringing together movement, education and nourishment.
Hosted at The Muse House during the Australian Open, the activation connected Maple from Canada with 17 leading Australian wellness, food and lifestyle creators whose audiences aligned naturally with the campaign message.
Rather than simply introducing creators to a product, the experience gave them a meaningful story to participate in and share, demonstrating how maple could fit naturally into active, balanced lifestyles.
The experience
Guests began the day with a rooftop Pilates session, followed by an educational maple tasting and a nourishing, maple-led breakfast.
Every element was designed to translate naturally to social media while giving creators genuine opportunities to learn, connect and create. A dedicated pre-event shoot day supported the campaign with additional considered content before guests continued to a hosted Australian Open experience.
The result was an elevated wellness moment that connected the product to movement, nutrition and one of Australia’s most culturally relevant sporting events.
Made By Muse’s role
Working in close partnership with Liquid, Made By Muse curated and coordinated a guest list of 17 leading creators across wellness, food and lifestyle.
Our team managed talent communications and briefing, helping ensure every creator understood the campaign’s key messages while retaining the individual voice and creative style their audience trusted.
This collaborative approach balanced brand alignment with creative freedom, supporting content that felt natural to each creator while contributing to one cohesive campaign story.
- Creator strategy and recommendations
- Guest-list curation and talent selection
- Creator outreach and coordination
- Campaign and content briefing
- Attendance and deliverables management
- Creator liaison throughout the experience
- Content tracking and campaign delivery
Moments from the Wellness Club.
Rooftop Pilates, a guided maple tasting and a welcome from the Maple in Motion coffee cart — captured on the day at The Muse House.
Results that speak for themselves.
The experience generated significant organic participation, social visibility and audience growth for Maple from Canada.
Built on credibility and craft.
The guest list was curated around creators with a genuine connection to food, movement and wellbeing, ensuring the brand appeared in relevant and trusted environments.
From rooftop Pilates to maple tasting and the Australian Open, the activation was intentionally designed around memorable, naturally social moments.
Detailed briefing gave creators a strong understanding of the brand story while preserving their own tone, format and creative approach.
High creator participation produced a substantial bank of organic content, while paid social extended the strongest campaign messages and amplified engagement.
“We couldn’t have been happier with the outcome and I’m loving the volume of content coming through! Your talent are all so incredibly kind and were so wonderful to interact with, as well as incredibly talented behind and in front of the lens!”
Client feedbackMaple in Motion transformed a product education message into a culturally relevant wellness experience, building brand awareness, inspiring 179 pieces of creator content and more than doubling Maple from Canada’s Instagram community.
It demonstrated the impact of bringing together thoughtful creator strategy, a highly shareable experience and content designed to work organically and through paid amplification.
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