branding | Social media content strategy | Audience analysis
tea plus
Launching in the heart of NYC’s West Village, Tea Plus introduced a wellness-forward tea concept tailored to the area’s health-minded, design-driven community.
As a newly established brand, they came to us to shape their social media presence from day one. Our goal was to create a connected ecosystem of brand storytelling and digital strategy that would support the opening and consistently bring new local customers through the door.
Target Audiences Identified:
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Fitness and Wellness enthusiasts
Individuals who prioritize health, movement, and mindful nutrition as part of their daily routine.
This audience values high-quality, thoughtfully sourced ingredients that support sustained energy and overall well-being.
They understand the value of investing in premium wellness products and are drawn to Tea Plus for its curated teas, fresh smoothies, and juices that align with an active, balanced lifestyle.
For this group, Tea Plus is more than a tea shop -it’s a wellness destination that fits seamlessly into the rhythm of New York City life.
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Local College Students
Students from nearby institutions such as NYU and Parsons, with Washington Square Park serving as a central gathering point between classes.
Tea Plus offers an approachable yet elevated option for a quick, refreshing break -whether it’s bubble tea, matcha, or wellness-forward beverages.
The brand’s visually appealing drinks and inviting atmosphere naturally encourage social sharing, helping Tea Plus gain organic visibility and word-of-mouth traction within the student community.
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Foodies & Creators
City explorers who love discovering new places to eat and drink and sharing their finds across platforms like Instagram, TikTok, and Yelp.
This audience is drawn to unique concepts, aesthetic presentation, and quality-driven menus. Tea Plus’s innovative offerings and ingredient-led approach position it as a must-visit destination, inspiring user-generated content and organic buzz from creators eager to spotlight their latest discoveries.
social strategy: How we engaged
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We launched geo-targeted paid campaigns within a one-mile radius of the store across Meta, Instagram, Nextdoor, and TikTok, using promotional messaging to drive local awareness and in-store visits.
Average CTR: 2.1% across platforms
Average CPM: $9.80, ~22% below NYC retail benchmarks due to tight geo-targeting
Coupon-based ads drove 34% of total in-store redemptions during the launch period
Paid ads contributed to an estimated 27% lift in weekday foot traffic within the first 6 weeks
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We created organic social content focused on the wellness benefits and functional ingredients behind Tea Plus drinks, helping establish brand trust and sustained engagement.
Organic engagement rate increased by 41% month-over-month post-launch
Wellness-focused posts outperformed promotional posts by 38% in saves and shares
Instagram follower growth averaged 18% month-over-month during the first 3 months
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We partnered with wellness-focused Instagram creators to authentically introduce Tea Plus to new local audiences.
Creator content reached 96,000+ local impressions
Average creator engagement rate: 4.6%
Creator-led posts drove 52% higher profile visits compared to brand-only content
content production
We developed a mood and inspiration board centered on wellness, simplicity, and ingredient transparency. The visual direction highlighted the natural, ingredients used in each Tea Plus drink with spices, botanicals, and infusions captured in a calm, nostalgic style.
By stripping away artificial sweeteners and colorings, the imagery emphasizes balance, purity, and a return to more mindful, health-conscious consumption.
Execution & Results
The photographer was guided to closely interpret the mood board, focusing on soft natural light, minimal styling, and an organic, wellness-driven aesthetic. The final imagery aligned seamlessly with the original vision, and the client was extremely happy with the results, noting how clearly the visuals communicated Tea Plus’s health-first, ingredient-led philosophy.
Results
Paid media successfully drove measurable in-store traffic, with tracked coupon redemptions confirming that over one-third of redemptions were directly attributed to paid social, allowing us to clearly distinguish paid-driven visits from organic foot traffic.
We implemented a structured social media calendar alternating between new product launches, functional benefits, promotions, seasonal moments, and creator content: resulting in consistent engagement growth and improved content performance stability month over month.
Creator partnerships extended reach beyond paid media, generating sustained discovery through both creator platforms and Tea Plus’s owned channels. This mutually beneficial ecosystem increased brand credibility and contributed to ongoing organic foot traffic and social growth beyond the initial launch window.
