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TAZO
Title
Camp Tazo
Project type
Social Strategy, Content Planning, Brand Building, Measurement, Creator Management
Date
2018
CONTEXT:
With limited assets and under aggressive budget and time constraints, I had to determine how to make the Tazo Tea campaign social. Using social listening, I determined that fans of Alyssa Edwards (talent for the project) were wild about her every move, and clipped every TV appearances for reaction GIFs and memes. According to Crimson Hexagon (now Brandwatch), at the time, Alyssa was the #1 most talked about queen across social platforms. I determined the best way forward was to continue to feed the beast and give fans more of what they wanted.
MY OBJECTIVE:
Drive visibility of Tazo Tea and its relationship with Alyssa Edwards, as a means of getting her fans to apply to the camp
MY STRATEGY:
+ Create custom stickers and GIFs featuring Alyssa Edwards and Tazo Tea branding, using behind-the-scenes/outtakes
+ Seed GIFs with talent for use during campaign launch, and encourage her fans to use them across their networks
+ Partner with Giphy for additional gratis placement to further increase reach and engagement
RESULTS:
+ 10M+ organic impressions on GIPHY within 1 month, outperforming paid :30 video asset 10:1
+ Currently at 400M+ impressions organically
