In 2023 Clipper Tea, a leading UK tea brand with limited brick and mortar distribution in the U.S., needed to leverage organic and paid social media to help drive consumer awareness and clicks to their Amazon storefront. Expanding upon the success and growth Schroderhaus brought Clipper Tea’s social channels in 2022, the agency was asked to reach and engage more U.S. consumers to build brand awareness and drive traffic to ecomm while the Clipper team worked to gain additional retail distribution.
SchroderHaus reviewed current competitors’ social channels, overall social media trends and Instagram algorithm changes to develop a thorough organic and paid annual social media strategy using content pillars strategically built to increase awareness and engagement, as well as drive clicks to ecomm. These content pillars included trending Reels, giveaways, lifestyle photography and graphic posts that would best resonate with Clipper’s target audiences of older millennials. Additionally, content was bolstered by long-term, micro-influencer partnerships that drove incremental awareness and engagement for the brand with an average engagement goal of at least 2%. All content was completely customized to lean into Clipper Tea’s joyful personality while laddering up to Clipper Tea’s brand ethos of “Natural, Fair and Delicious.” This approach created ownable content for Clipper that differentiated it from more traditional and “zen” tea brands.
SchroderHaus surpassed all key performance indicators for 2023, including:
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