Taking a deeper look into the world of BoochCraft by diving into the culture and content that have made the brand it is today. Aiming to reach a wider audience through word of mouth, social media, and strategic marketing by using the hashtag #sharethetea. We created this hashtag and campaign to highlight community, conversation, and connection in hopes to initiate this movement and drive consumers to #sharethetea!
15. CURRENT CONTENT
What Needs Improvement and How We Will Fix it:
INSTAGRAM
Opportunity to develop a community around
living cultured, while also providing consumers
with a stronger emotional connection to the
brand, as well as the impact Boochcraft has on
science, education, and food. Instagram will be
the primary platform for this campaign.
FACEBOOK
Create posts that continue the conversation on
IG, while also sharing data & insights from the
campaign as a way to reach new users.
TWITTER
Highlight events sponsored by Boochcraft, and
even run giveaways. Begin consistent posting to
reach those consumers who are only/primarily
active on Twitter.
While Twitter is not the sole focus, we will
implement the same community-building
conversation and created scheduled posting.
17. CAMPAIGN GOAL
Create A Conversation
Raise Brand Awareness
Gain Organic Following
Join the Community
#livecultured
18. CAMPAIGN GOAL
INTRODUCE NEW PRODUCT:
BoochCraft beverage for Fall/Winter 2019:
Chai Cinnamon Ashwagandha
A new flavor will draw in current consumers as well as attract new
customers involved in the health and wellness community.
TARGET NEW CUSTOMERS & ENCOURAGE EXISTING:
To gather with friends and create an honest and open-ended
conversation, by sharing knowledge, insights, and anything but
silence. Create social platform conversations by using “current
favorites” IG story templates for consumers to post on their own
social platforms. This will contribute to building a community
interaction of like-minded cultured people.
ENHANCE CUSTOMER RELATIONSHIPS:
Create a narrative that is educational, entertaining, and relatable,
while simultaneously encouraging users to share their stories or
connections with the brand using the hashtag #sharethetea.
CAMPAIGN TACTICS
22. DIGITAL STORY
Afternoon High Tea, but make it new.
It’s 3pm on a Sunday afternoon, and we are exhausted
from a full day at the MOCA. My phone buzzes and it’s
Stella, with an invitation to high tea… and we already love
it— such a cultured gal.
Encouraging users to “spill the tea” or in our case, “share
the tea” is the theme behind this SoCal take on an old
British tradition.
THE STORY
23. DIGITAL STORY
SHOOT: Picnic set up with basket, picnic blankets, deli
cuts, cheese, croissants, baguettes.
STORY: Friends gathered for high tea, and quick bites to
sustain their lengthy debates and conversations of
anything and everything.
SHARING THE TEA - Campaign
Based on old British high tea tradition, this campaign will
embody SoCal’s classic, yet modern take on how we do it
in the West, how we #livecultured.
25. DIGITAL STRATEGY
SHARING THE TEA - IG Stories
Reach New IG Users Organically via IG stories:
Implement interactive templates:
- “Get to Know me”
- Current Favorites
Encourage users to share/post personal content to
generate a conversation. By posting on personal pages
this will bring reach to new audiences.
#sharethetea = UGC community
Authentic to the brand by:
- Sharing the tea
- Sharing knowledge and insight
- Subculture experience
26. #SHARETHETEA
EMOTIONAL CONNECTION
- Sharing the tea is about sharing the news, gossip,
latest finds, recipes, current Netflix favorites,
favorite wellness blogger, etc. Sharing the tea is
about letting your friend in on knowledge because
you love them, because you care for them. Why
not have have your booch and spike it too?
THE NARRATIVE
- Living cultured is not a tagline, it’s an anthem. At
Boochcraft we strongly believe in developing the
self and building communities of people who also
enjoy having their drink, and toasting to gut health.
27. #SHARETHETEA
HUMANIZING
- Building a community is an integral part of life.
Sharing the tea helps Boochcraft tell a story
from the brain of the community, as a whole.
- Living cultured and sharing experiences with
friends and good company.
MEDIUM OF DISTRIBUTION
- Main Focus: Instagram Grid
- Sub-focus: IG Stories
- Paralleled on the following platforms:
• Twitter
• Facebook
