The Tea Bar 901

The Tea Bar 901

Overview

The Tea Bar 901 is a locally owned tea brand in Memphis, TN, specializing in loose-leaf teas, sea moss gels, and honey. While the brand had a strong presence at farmers' markets and select retail stores, it lacked an optimized online presence. The goal of this project was to enhance brand awareness, increase online engagement, and leverage the brand’s local reputation to build a stronger digital footprint.

Objective

Utilizing organic marketing strategies, I aimed to increase brand awareness and improve engagement on the brand’s Instagram platform. I developed a content strategy that highlighted the brand’s unique offerings to strengthen the online presence to compliment in-person sales.

Strategy & Execution

1.  Brand Campaign

  • Focused primarily on Instagram, developing a brand campaign aimed at reintroducing the brand to its current audience and expanding reach to new customers.

2. Social Media Strategy

  • Created a social media content calendar incorporating product highlights, customer testimonials, and educational posts on tea benefits.

  • Used storytelling to connect with the audience, showcasing the brand’s mission, local sourcing, and community involvement.

  • Developed visually appealing posts using a consistent color scheme and branding elements.

3. Content Creation 

  • Produced high-quality reels and behind-the-scenes content to give audiences an inside look at the brand.

4. Engagement Growth

  • Implemented a hashtag strategy to increase discoverability.

  • Engaged with customers through Instagram Stories, polls, and Q&A sessions.

  • Encouraged user-generated content by featuring customer reviews and reposting tagged photos.

Results & Impact

Although the project ended prematurely, initial efforts yielded outstanding results:

  • Increased engagement from the current following by 119%, non-followers by 516%, and by 168% overall in a 30-day timeframe.

  • Doubled content reach at minimum in comparison to prior content.

  • Improved brand awareness by consistently sharing the brand story and values.

  • Higher customer interactions, with more comments, shares, and DMs inquiring about products.

  • Established a framework for future digital marketing efforts, setting the foundation for continued growth.

Key Takeaways

  • Storytelling is a powerful tool for connecting with audiences and differentiating a brand.

  • High-quality content, including reels and behind-the-scenes footage, significantly boosts engagement.

  • A well-planned brand campaign and social media strategy can effectively reintroduce a brand and expand its reach.

Conclusion

Through strategic social media marketing initiatives, I helped The Tea Bar 901 strengthen its digital presence and engage more effectively with its audience. The groundwork laid during this period provided valuable insights and direction for the brand’s continued growth.