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We did achieve a brand lift by generating 30% higher impressions than the set KPI. But what was also important is that we got a chance to learn more about the audience's perception of the new messaging through the study.
The brand was unveiling its new brand messaging and the challenge was to determine if our target audience across social media would be able to relate to it and also identify the brand with it.
We undertook a brand lift study on our upper-funnel campaigns to help understand the consumer perception around the new messaging. My role was to plan out the strategy, align with channel partners, execute the campaign, monitor results and report back with the results of the campaign and of the brand lift study. I utilized my skills like channel/platform knowledge, ad creation and optimization, reporting, management of channel partners (Meta) and data interpretation.
We did achieve a brand lift by generating 30% higher impressions than the set KPI. But what was also important is that we got a chance to learn more about the audience's perception of the new messaging through the study.
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Imperial Tea is a premium tea company started almost 30 years ago, and family run. As a family run business, Imperial Tea has acquired a very loyal community of fans and customers. True tea connoisseurs shop at Imperial Tea, in part for the premium quality they offer, but also to continue connecting with the founders that lead tea tasting sessions and education. The entire Imperial Tea experience is unique. While the majority of their sales have been generated by their tea house in San Francisco, they have been trying to expand their online stores sales.
When Imperial Tea reached out to us, they were looking for a team of marketers that truly understand the boutique nature of their business. Unlike mainstream tea companies, Imperial Tea’s social media content had to lead with education in order to continue offering the same quality of service to their existing audience, while growing their community of premium tea lovers.
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