With increasing health awareness, convenience store functional tea drinks are constantly launching new products.

Facing the impact of these new launches, how can existing products maintain and strengthen their market position?

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Strategy

Bespo leveraged consumer analysis, targeting the likely consumption occasions for functional tea. Creative packaging and content were used to achieve better results on social forums.

Results

• Overall buzz increased significantly, with total volume growth reaching 3,580% during the campaign period
• Organic brand discussions grew 2.7× during the operation period
• Campaign posts appeared on SEO front pages for “category + recommendation, forum name,” helping consumers with existing demand complete their purchase journey

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