branding | Social media content strategy | Audience analysis

tea plus

With its first shop opening in the heart of West Village, NYC, Tea Plus aimed to bring a variety of wellness based teas to compliment the neighborhood's health conscious + upscale lifestyle.

This was a brand-new company and they came to us to plan out social media to promote them -- from opening to ongoing marketing efforts. We aimed to create an ecosystem of traditional and digital strategy to attract new local customers.

Target Audiences Identified:

  • Fitness and Wellness enthusiasts

    People who are interested in keeping healthy and maintaining wellness habits through proper nutrition and exercise. Balanced nutrition plays a crucial role, with a focus on whole foods that nourish the body and support energy levels. They fall under an active paradigm and understand the benefits of paying a premium for Tea Plus’s curated teas and fresh smoothies/juices - catering to those seeking to enhance their overall well-being For fitness and wellness lovers, Tea Plus is positioned as more than just a tea shop—but also a community hub dedicated to nurturing a balanced lifestyle amidst the hustle of New York City.

  • Local College Students

    Neighboring colleges include NYU and Parsons, along with parks such as Washington Square that is a communal area for students to gather. Tea Plus’s other offerings such as bubble tea and matcha offer a refreshing treat between classes for students on their lunch break. Their visually appealing presentations also lend themselves well to social media, creating an organic self promoting trend within the neighborhood.

  • Foodies & Creators

    Individuals who love to eat, drink, and explore the city and discover new places to dine. You can find them on Yelp, Instagram, TikTok recording their latest food filled adventure. Tea Plus’s novel product offerings will appeal as another new destination for these food lovers and they love to spread the word on a good find.

social strategy

How dID we reach them? 3 pronged approach:

  1. PAID SOCIAL: Geo-targeted ads within a mile of store location across Meta, Instagram, Nextdoor & TikTok with promotional messaging.

  2. ORGANIC SOCIAL: Created social media content that highlighted health benefits of Tea Plus drinks.

  3. CREATOR PARTNERSHIP: Partnered with various wellness influencers on Instagram.

RESULTS

Drove store traffic via paid ads - promotional ads offered coupon incentives that were also tracked in-store to distinguish organic foot traffic vs paid advertising.

Created social media calendar that alternated between new product focuses, benefits of existing drinks, new promos and deals, holiday specific posts, and unique influencer content (unpaid or paid).

Creator partnerships were identified, which included collaborations and features on their socials and sites while Tea Plus also featured creators on their sites, a mutually beneficial turn.

VISUAL BRIEF

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We created a mood and inspiration board that best fit our ideal aesthetic for Tea Plus - The photos would emphasize ingredients that are utilized in each drink in a nostalgic way. (Before artificial sweeteners and coloring - just pure and raw ingredients.)

Photographer was tasked to capture our inspiration board as closely as possible, and client was extremely happy with the final results.