Tazo Tea

While social shoots, creator partners, and influencer boxes are par for the course today, this work is an example of how I stood up those practices up for an agency from 2016-2018. Using those capabilities, our team was able to transform this brand from forgettable to socially-relevant, and drove a significant amount of awareness and brand engagement along the way.​

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The Background: You may remember Tazo as the original tea option at Starbucks. As the brand transitioned out of cafes and into retail stores, we were tasked with standing out within this highly competitive, but traditionally sleepy category.

 

Rooted in the spirit of Tazo's unexpected blends, we refreshed the brand to foster a youthful and vibrant appeal.

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Always On Social continually pulsed our unexpected brand, inviting explorers, makers and other open-minded consumers to revisit a category they may have overlooked. We used a combination of in-house social shoots and creator partners to create an ongoing pipeline of social-first assets.

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The Sip Joyfully campaign centered around Pinterest as a destination for consumers to explore creativity and joy, which included both easy and unexpected ways to use Tazo's unique blends. Additionally, we reached out to 100s of vibrant and joyful accounts on Instagram, sending them branded swag boxes in hopes of driving earned reach.

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Campaign Results:

• ​11.4M impressions on Pinterest

• 35,000 repins of original Tazo content

• Tested Pinterest's new Cinematic ad unit, driving 10.45 seconds of average dwell time (+2 seconds over benchmark)

• Earned 800,000 potential impressions via branded swag kits

• ​​​Winner of the Shorty Award for Best Use of Pinterest (2018)​​

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