Increasing market share for a trail-blazing tea brand
Dorset Tea has a rich heritage dating back to 1934 when Keith Spicer first started blending teas in his Bournemouth kitchen. Equipped with an old butcher’s bike he set out to deliver his creations to businesses around Dorset. 75 years later Dorset Tea was created to celebrate Keith’s work and Dorset’s natural beauty and sunshine which go into every cup today.
We were approached by Dorset Tea with a view to helping them use social media to raise the profile of their brand, significantly increase their following and ultimately driving sales.
Project insight into
Building brand awareness
“From initial research, Dorset Tea found that people hadn’t heard of their brand. Customers in Dorset were drinking Yorkshire tea so something had to be done. We embarked on a large sampling campaign to kick-start the brand on social and it really worked.”
– Neil, Managing Director
Dorset Tea were starting out on social media. They had no presence and wanted to build an engaged community of advocates.
We agreed ambitious KPIs for increasing appropriate audiences across Facebook and Twitter, as well as a level of engagement with the brand, sentiment, sharing and social referral traffic to the Dorset Tea website.
We began with analysing competitor activity so we could create a formalised, data-informed digital strategy with a breakdown of planned activities. This included content marketing planning, paid social, competitions and an online sampling mechanism, to support and enhance what culminated in an offline and online integrated campaign – ‘There’s only one T in Dorset’.
The digital side of the ‘There’s only one T in Dorset’ campaign was built around a sampling and ‘Convertea Map’ which we planned and developed.
The sample giveaway gave people an incentive to join Dorset Tea’s Facebook community while getting people to try Dorset Tea and drive conversion. Utilising Google Maps, The Convertea Map was hosted on the main website as well as the Facebook page, added a teacup to a postcode location on a map of the UK for every sample requested.
This was a visual way of showing the country ‘converting’ to Dorset Tea throughout the campaign and extended the community feel of the local brand with digital media.
With A/B testing, ongoing management and regular reviews, we were able to fully optimise the paid social campaign for the best and most cost-effective results. In tandem, we launched and managed a series of Twitter competitions to increase reach and real-time conversations with the brand on the platform.
The sampling and Convertea Map had a high adoption rate with the daily limit of samples being hit within minutes each day of the campaign. It also served as a talking point for the social media community, with the Facebook page and Twitter account seeing significant increases in engagement levels as well as reach, likes and follows.
We exceeded the agreed target KPIs, gaining over 16,300 new Facebook fans in the first 7 weeks of the campaign. Through digital strategy & advertising, we helped Dorset Tea to gain significant exposure, garnering over 7 million impressions on Facebook alone.