When Teavana was absorbed by Starbucks, customers were upset. They missed the loose-leaf tea that Teavana was known for, and missed the community that it cultivated. Starbucks wanted us to help them re-connect with their audience through the digital space. In social, it was our initiative to give people the joy they were missing from the brick and mortar experiences while selling the new Teavana Sachets, which were only available in grocery stores.
Creating a unique personality for each flavor, we developed a campaign, would be able to reach all different kinds of folks and connect them in a new, online community.
This social media campaign was just one piece of a full fledged digital campaign and makeover, with bumper ads, website re-design and longer commercials.