Peace Tea

Creating a positive social space Gen Z yearns for

THE CHALLENGE: How do you connect with a Gen Z audience in a saturated social space?

HOW: Create a social-first strategy that embraces positivity and fan love to stand out from the typical “snark” of competitors.

The Results

When marketing to a younger generation who is quick to call out brand inauthenticity, I helped position Peace Tea as a positive space that Gen Z could connect with.

• Contributed to an 840% increase in reach and over 100% increase in engagements.

• Introduced lo-fi content to content strategy, with this social-first content being the top-performing posts the account has ever seen.

• Managed an annual boosting budget of $20K with a consistent CPE of $0.01.

• Successfully created content that authentically supported causes, like the Trevor Project.

• Created go-to-market TikTok strategy (was unfortunately laid off before implementation).