Social media management
Social media management
Problem Statement:
How can we optimize Tea and Milk’s social media platforms to reach a larger audience to bring in more customers
Solution:
Leverage Tea and Milk’s core values—innovation, culture, community, quality, and inclusivity—to create engaging, value-driven social media content that deepens loyalty and expands reach through authentic storytelling, user interaction, and trend-savvy campaigns.
Audience:
Our customers values a brand that stays innovative with their drinks and cares about the community.
Competitors:
Boba Guys – Social Media Strategy
TikTok Strategy:
Boba Guys utilizes a playful and trend-conscious approach on TikTok, incorporating lighthearted, humorous content that highlights both their team and local community engagement to foster relatability and brand personality.
Instagram Strategy:
Their Instagram strategy emphasizes aesthetic visuals and brand storytelling through high-quality photography, strategic partnerships with comedic influencers, engaging memes, and mascot-driven content, while maintaining a clean separation between Reels and grid posts for curated presentation.
Kung Fu Tea – Social Media Strategy
TikTok Strategy:
Kung Fu Tea’s TikTok presence is centered around humorous, meme-driven content that reflects current trends, showcasing team members and community involvement to create a fun and approachable brand image.
Instagram Strategy:
On Instagram, the brand focuses on high-frequency promotional content, including memes, advertisements for in-store and packaged products (such as canned teas and jerky), driving product awareness and reinforcing brand visibility.
The New Social Media Strategy:
TikTok Strategy:
Leveraged the playful and approachable brand voice of the Tea & Milk team to craft engaging, trend-driven content that resonated with both consumers and like-minded businesses. Stayed up-to-date with viral trends to ensure relevance and boost organic reach.
Instagram Strategy:
Their Instagram strategy emphasizes aesthetic visuals and brand storytelling through high-quality photography, strategic partnerships with comedic influencers, engaging memes, and mascot-driven content, while maintaining a clean separation between Reels and grid posts for curated presentation.
For Tea & Milk’s Bay Ridge grand opening (July 2023), I developed a social media strategy to drive local awareness, increase store traffic, and boost engagement. Using event footage, I created a content plan built around Reels, Stories, and carousels with clear content pillars: product features, community highlights, behind-the-scenes, and user-generated content.
The strategy included a two-week posting calendar, optimized hashtag sets, and growth tactics such as giveaways, customer engagement campaigns, and collaborations with local influencers to push content to a wider audience. By repurposing launch videos into diverse formats, the campaign extended the excitement of the opening and positioned Tea & Milk the new vibrant neighborhood café.
Bay Ridge Grand Opening Strategy
Bay Ridge Grand Opening Influencer collaborations
Tea & Milk X anime NYC
For Tea & Milk’s collaboration with Anime NYC, I developed a social media strategy that merged fandom culture with the brand’s playful identity. The campaign centered on adapting popular anime characters into themed drinks, creating a limited-edition menu that drew in fans and encouraged shareable, community-driven content.
The strategy leveraged event-driven Reels, cosplay highlights, influencer collaborations, and branded hashtags to extend reach beyond the convention floor. By showcasing the drink-making process, fan participation, and high-energy convention moments, the campaign positioned Tea & Milk as a culturally relevant, fan-first brand while boosting engagement and visibility within both the local community and the wider anime fandom
