Hoop Tea
Summer Campaign

The Problem

Backshore Brewing Co. is a craft brewery based in Ocean City, Maryland. Recent sales of their alcoholic tea, Hoop Tea, were decreasing due to lack of exposure.

  • Focus
  • Create a summer campaign to increase exposure to improve sales.
  • Timeline
  • ~1 month for design, photoshoot, approvals, and development
  • Role
  • As the Lead UI Designer I was responsible for all creation as well as client management.
  • Team
  • Creative Director, Account Manager, Social Media Manager, Copy Writer, Production team
Understanding the Problem

01

Lack of Product Exposure

During the winter months sales and interest drop due to tourists leaving Ocean City.

02

Poor Online Presence

With an out of date website and almost no social media presence, there was no online experience for customers.

03

Out of date branding

Due to old school branding and marketing tactics, they were struggling to appeal to younger audiences.

About the Audience
I want to feel like I have sunshine in a glass and nothing to worry about.
  • Needs low ABV for easy drinking
  • Needs packaging that's beach friendly and easy to carry
  • Needs a drink that fits their lifestyle
  • Dislikes unauthentic or pushy marketing
  • Supports local small businesses
  • Easily overwhelmed by drink selections
I wish I could find a drink that all of my friends like as much as I do.
  • Needs one type of drink that fits all occasions
  • Needs to locate drinks quickly for large groups
  • Needs light flavor liked by all
  • Ties image to product branding
  • Influenced by recommendations from friends
  • Unclear where to find certain drinks
Mapping the Objective

In order to create an effective landing page and social media campaign for Hoop Tea my team and I established key customer and business needs.

Customer Needs

01

Authentic Branding

What does Hoop Tea stand for and does it fit my lifestyle?

02

Product Awareness

Is Hoop Tea relevant? What events does Hoop Tea paricipate in?

03

Part of the Group

What type of people drink Hoop Tea and will my friends like it?

Business Needs

01

Increased Followers

A strong social platform to gain followers and increase product awareness.

02

Telling the Story

New branding and storytelling that represents the lifestyle of the target audience.

03

Living the Brand

Motivate customers to celebrate during the summer by hosting events and awarding prizes.

Creating the Campaign

In order to build larger interest during their busy season and be the "it" drink at the beach, our team set to create a summer campaign asking customer's to rethink their beach drink. Along with that, I created social media posts and a landing page for their summer contest.

Campaign Results

By the end of the summer, Hoop Tea's Rethink Your Daydrink campaign increased brand awareness and social impact.

2000
Landing Page Visits
22000
Instagram Impressions Weekly
110000
Facebook Reach
1000000
Paid Social Media Impressions
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