Saulderson worked alongside our partners at HeyTea to assist them in their launch of the new ZEN Tea Series.
The challenge was to Highlight the premium matcha flavor, introduce the unique way to enjoy these drinks, and emphasise the calming experience they bring.
Our strategy was to utilise a range of micro, mid, and mega creators to boost awareness of the new Matcha Zen products available at HEYTEA.
We decided to use a mixture of deliverable types, such as Carousels and IG Reels to showcase Matcha Zen drinks in different settings, and with matcha-esque colour palettes.
The Campaign
PHASE 1: Matcha Tea Zen
For Phase 1 of this campaign, we worked with 19 creators, ranging in size from micro to medium, across New York City. All creators were invited either ahead of launch, or on the launch day, of the new Tea Zen range from HEYTEA.
Creators were invited to try all of the drinks, and create either an Instagram Reel or IG Carousel Post, depending on which was better fit for their audience. HEYTEA wanted us to deliver a range of content, so we split our talent criteria into "foodie" creators for more review based content, "lifestyle" creators to showcase Matcha as part of a daily Zen routine, and then fashion creators to showcase the matcha drinks in a luxurious way.
PHASE 2: Halloween Mega Creator Activation
Once the initial activations had been completed, HEYTEA then looked to us to bring a mega creator into the campaign to showcase their "Dark Cheese Tea" Halloween limited drink. A particularly spooky one!
This was a careful search from the team, as we needed to make sure to activate a creator that embodied the brand, had a substantial following, was located in NYC, and was a huge fan of HEYTEA. We then found our perfect match, @Luanna, who delivered an IG Carousel dressed as a Witch, holding the new drink.
Due to the creativity of the brief from our team, Luanna's post outperformed even her regular content, with the post receiving approximately 30,000 likes.
PLATFORMS:
REGION:
New York City, USA
Let’s connect
We work with the best influencers around the globe to deliver top results and value to brands meeting all KPIs.