Project Background

The basis of this project was to create a brand-new website, blog, and social media presence to bring new sales and traffic. The CEO was looking for a fresh perspective on her white teas, and to brand them as a luxury product geared towards upper-class mothers. I was responsible for influencer marketing management, website designing via Wix, SEO, and all website and social content.

Two key marketing problems that needed to be addressed within this product launch were:

1. Many people within the target market had already invested in commercial teas and weren’t seeing the benefits of loose leaf tea, particularly in terms of boosting your immune system, increasing daily hydration, avoiding the coffee crash, and consuming more antioxidants in your daily routine. The previous website didn’t portray the key benefit of purchasing our tea: the organic tea was hand-blended with freshly dried berries that were hand-picked from the countryside of Sweden.

2. The website branding didn’t portray a luxurious feel to it and suffered from a significant bounce rate due to slow loading pages and inconsistent branding.

Process

To solve this marketing problem and to successfully re-launch their four seasonal teas to the mass market, a clearer slogan and product messaging were needed. To launch their new website with this in mind, I spent the first two weeks designing each webpage with new upscaled branding to portray the luxury side of the tea.

1. I lead with a new slogan right on the front page to showcase the unique value proposition of the teas of being “Sweden’s rarest, small batch season tea”. This helped the market really understand the product offering. Adding in “Sweden” positively linked well to the demographic of our market who valued local products. Clear website copy assisted the market in understanding the benefits of hand-blended white tea.

2. To incorporate a luxury, feel to the website, I knew a fast loading 5-10 second eye-catching video on the homepage would perform well. I directed and filmed my vision for this video including scenes of: an upscale forest tea party, unwinding from the day by taking off gold jewelry, sipping tea, pouring tea delicately, and putting flowers into a vase while tea brews. It encapsulated the finer things in life with hints of the Swedish countryside.

The next weeks of the internship were spent on the blog and social media campaigns. The blog was built by researching competitors to learn which tea blog posts gained the most traffic, identify keywords, and write about tea benefits to ensure SEO optimization.