The specialty coffee and tea sector is brewing up something big. With the global specialty coffee market set to reach $51.4 billion by 2030, and specialty tea following suit, these industries are on a steep rise, powered by social media savvy and creator-led content.
From TikTok to Instagram, brands are tapping into platform-specific best practices that blend viral trends with targeted advertising for maximum impact. Take Lipton Ice Tea’s campaign, for example. In a brilliantly executed partnership with Billion Dollar Boy, Lipton went beyond the usual sponsorship to take over TikTok with original sounds, local creators, and even digital billboards. It was a move that not only refreshed their brand but also fueled a 15% sales boost.
Curious to see how these strategies shake out in other campaigns? Keep reading to discover the best social media marketing moves in the specialty coffee and tea world.
- 1. Sippin’ Sunshine: How Lipton Ice Tea and Billion Dollar Boy Served Gen Z a Masterclass in Relevance
- 2. Unboxing Boldness: How Wandering Bear Brewed Up a UGC-Driven Win with The Social Savannah
- 3. Whisk, Sip, Scroll: How Matcha Maiden Steeped TikTok Success in Just 90 Cups of UGC
- 4. From Local Brew to Nationwide Buzz: How Dancing Goats Coffee Brewed a Brand with Fashionably Frank
- 5. Brining the Heat: How Lipton Iced Tea Won Thanksgiving and the NFL
- 6. Steeped in Success: How An Nhiên Tea House Brewed a TikTok Takeover One Stream at a Time
- Brewed for Virality: What Specialty Brands Can Learn from These Steamy Campaigns
- Frequently Asked Questions
1. Sippin’ Sunshine: How Lipton Ice Tea and Billion Dollar Boy Served Gen Z a Masterclass in Relevance
When a 60-year-old brand decides to hang out with Gen Z, you might expect a little awkward small talk. But not Lipton Ice Tea. Teaming up with creative powerhouse Billion Dollar Boy, they didn’t just show up on TikTok—they owned it. This campaign wasn’t just a splash in the digital ocean; it was a cannonball.
So, how do you turn a household classic into the cool kid of the beverage world? With a tailored TikTok anthem, creator-driven content, and just enough sunshine to rival an Aussie summer.
The result? A TikTok takeover that hit harder than your third iced tea on a 40-degree day.
Strategic Moves That Stirred the Pot (or in this case, the tea):
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Created a bespoke original sound with Aussie comedian and musical creator Matt Storer, making the brand instantly recognizable (and hummable).
@mattstorerhere Good vibes are free! Pass the sunshine and positivi-tea #AD @liptonicetea #passthesunshine ♬ Lipton Ice Tea - Pass the Sunshine - Matt Storer
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Collaborated with hyper-relevant local creators, each bringing their own flavor of joy to “sip-sized” content moments.
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Tested with a small Reach Objective first, which secured 2 million impressions early on—proof that smart targeting still works harder than big budgets.
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Leveraged Spark Ads to supercharge creator content distribution, giving it that algorithmic edge to reach wider and deeper.
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Went IRL with OOH, plastering TikTok stars across Melbourne’s largest digital billboard, blurring the lines between social fame and street cred.
And the numbers? As sparkling as the product itself.
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23.9% six-second View Through Rate – nearly quadruple the regional benchmark. In TikTok terms, that’s practically a standing ovation.
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£1.93 CPM, undercutting the vertical average by up to 80p. A rare case of high-impact meeting low spend—marketers, take notes.
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15% sales increase during the two-week run. A direct lift that proves awareness wasn’t just vanity—it converted.
But perhaps the most impressive stat? Lipton Ice Tea actually hit their goal: reaching 100% of 18–35-year-olds on TikTok in Australia. Mission accomplished, with a dash of citrus and a whole lot of style.
This campaign proves that legacy brands don’t need to reinvent themselves to stay relevant—they just need to remix their message, tap into the right creators, and meet the moment. Because when you pair heritage with hype, you don’t just refresh your image—you refresh your sales too.
2. Unboxing Boldness: How Wandering Bear Brewed Up a UGC-Driven Win with The Social Savannah
What do you get when you mix strong coffee, social-savvy creatives, and a deep understanding of TikTok trends? A digital campaign that hits harder than your Monday morning cold brew.
Wandering Bear Coffee, the brand that delivers bold, smooth java straight to your door, wanted to reach a wider audience without their cost-per-purchase boiling over. So they partnered with The Social Savannah—the agency known for making social media magic look easy (spoiler: it’s not).
From Ad Fatigue to Audience Growth: The Strategy That Stirred It All
Wandering Bear was no stranger to social advertising, but with Facebook and TikTok ad costs climbing like they’d had one too many espresso shots, they needed a smarter game plan. Enter The Social Savannah, armed with scroll-stopping creative, platform-native strategies, and a deep roster of trained content creators.
Here’s how they brewed success:
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Delivered two new ad creatives each week to keep content fresh and algorithm-friendly (because nothing screams “skip” like recycled ads).
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Tapped into trending TikTok formats, from greenscreen reactions to testimonial-style content and product unboxings—the digital equivalent of a sip-and-savor moment.
@wanderingbearco Not me breaking down why Wandering Bear tastes so good. Organic, tastes good, strong, and smooth. Should I keep going?? Pro Tip: You can get Wandering Bear at your nearest Whole Foods today! #wanderingbear #coldbrew #bestcoldbrew ♬ Cheerful and refreshing cute pop music(1481665) - SKUNK
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Focused on user-generated content (UGC) with product samples, capturing the casual authenticity that makes TikTok tick and gets users to pause, watch, and grab a cup.
@april_lovesit I am obsessed with @wanderingbearco 😍 discount code: APRILESCO 🔗 in b ! 0 #wanderingbearcoffee #wanderingbear #coffeetiktok #coffetok #icedcoffee #coldbrew ♬ original sound - april_lovesit
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Scaled spend across TikTok and Facebook, using the newly created content to expand reach while lowering cost per purchase. Yes, you read that right—more eyeballs, less budget burn.
The result? A steady stream of creative that didn’t just follow trends—it leveraged them to speak directly to Wandering Bear’s 22–60-year-old target audience. These weren’t high-gloss, overly polished ads. They were real, relatable, and ridiculously effective.
This campaign proves that when you trade big-budget commercials for smart, story-driven content, you don’t just survive the algorithm—you thrive in it. So the next time your brand needs to wake up its ad strategy? Maybe start with a strong cup of Wandering Bear and a call to The Social Savannah.
3. Whisk, Sip, Scroll: How Matcha Maiden Steeped TikTok Success in Just 90 Cups of UGC
In a digital world overflowing with double-shot lattes and oat milk everything, standing out in the tea aisle—let alone on TikTok—is no small feat. But Matcha Maiden isn’t your average brew.
With roots in ancient Japanese tea rituals and eyes set firmly on modern digital culture, the brand partnered with a sharp digital team to stir up a storm on TikTok. And spoiler alert: they did more than just ride the trend wave—they steeped in it.
The mission? Simple(ish): turn a well-established Instagram darling into a TikTok breakout. Three months later, Matcha Maiden had brewed up TikTok. But before we tease the results, what exactly did Matcha Maiden have in mind? For starters, they enlisted The Social Cliq, a dedicated social media marketing agency. Let's see how the campaign panned out.
The Strategy Behind the Sip
Here’s how they brewed that buzz:
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Jumped on trending TikTok audios to stay native and culturally in sync—because nothing says “scroll past” like a forced brand voice.
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Created a mix of entertaining and informative content, including matcha recipes, giveaways, and creator collabs—think “how-to” meets “can’t-look-away aesthetic.”
@matcha.maiden👩🍳👆🏼 This is a Recipe to Repeat! Introducing Coconut Whipped Matcha. Frothy and sweet, this is perfect for an afternoon treat or a fun drink for brunch. Will you give it a try??♬ original sound - Matcha Maiden
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Tapped into multi-vertical targeting—from food and beverage to beauty, personal care, and even home goods. Translation: they knew exactly where their potential sippers were scrolling.
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Leveraged creator-led content to bring authenticity and audience trust (because let’s be honest—people believe a girl with good lighting and a mason jar more than a corporate ad).
@matcha.maiden Embracing the morning matcha magic with @elizahobsonn's refreshing routine! #MatchaMaiden #MatchaGreenTea #GreenTeaPowder #Matcha #MatchaPowder #MatchaRecipes #Recipes #Desserts #Mindfulness #Meditation #MatchaDrinks #IcedMatcha #MatchaPower #Relaxing #Soothing #EnergyBoosting #Latte #MatchaLatte #MatchaMagic #FoodPhotography #PremiumMatcha #OrganicMatcha #Organic #Japan #JapaneseMatcha #PureMatcha #Antioxidants #Communitea #SmoothieBowl ♬ original sound - Matcha Maiden
And the numbers tell the rest of the story:
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6.3K new followers, grown organically from zero—a fresh audience that’s primed and matcha-obsessed.
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90 pieces of UGC—aka 90 new ways to repurpose, retarget, and reinforce brand love.
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16.7K video likes, translating into strong engagement, not just passive views.
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Oh, and did we mention the 128% lift in sales? Proof that content-first strategy and scroll-stopping storytelling drive results far beyond the app.
This campaign was more than just TikTok fluff—it was a well-caffeinated brand evolution. It showed how niche wellness products can take over mainstream platforms when the content is community-driven, creatively executed, and just the right kind of weird.
4. From Local Brew to Nationwide Buzz: How Dancing Goats Coffee Brewed a Brand with Fashionably Frank
Some brands tiptoe into social media—Dancing Goats Coffee did a full pour-over. With a name like Dancing Goats, you’re already halfway to going viral, but it takes more than a clever brand to dominate the digital space. That’s where Fashionably Frank Marketing stepped in, turning this specialty coffee brand from a quiet local favorite into a caffeinated content machine with a loyal following (and the sales spike to match).
The mission? Transform a minimal online presence into a cohesive, engaging brand identity across platforms, and turn passive scrolls into conversions. Spoiler alert: they did it, and they did it with style.
Strategic Moves That Stirred the Grounds:
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Multi-platform Social Media Management: Regular posts, stories, carousels, and video content kept feeds active and fresh. From single shots to full-blown infographics, everything was crafted to catch eyes—and clicks.
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Blog-Powered Content Sharing: They didn’t just post pretty pictures—they shared value-rich blog content that built credibility while driving traffic.
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Branding & Lifestyle Visuals: Coordinated photoshoots in Atlanta and Olympia (yes, both coasts) brought the brand’s personality to life. Picture artisanal lattes in natural light, with just the right amount of Pacific Northwest moodiness.
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Consistent Visual Identity: Every post, reel, and graphic sang the same brand tune—relatable, aesthetic, and full of caffeine-fueled vibes.
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Community Engagement: This wasn’t a one-way conversation. They answered DMs, hyped up followers, and built a true digital community. Think barista-level hospitality, but online.
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Analytics & Reporting: Behind all the warm tones and witty captions was a data-driven approach, tracking what hit (and what missed) to continuously refine content and boost ROI.
The Buzz-Worthy Results:
Dancing Goats Coffee didn’t just see a bump in likes—they saw a full-blown caffeine-fueled surge across social media. Engagement shot up, transforming casual scrollers into die-hard devotees who didn’t just double-tap, they showed up (and checked out).
And speaking of checkouts—both online and in-store sales brewed up a storm. Because when content hits just right, it doesn’t sit pretty in a feed—it moves product, and yes, there were receipts.
5. Brining the Heat: How Lipton Iced Tea Won Thanksgiving and the NFL
When you think of Thanksgiving, the turkey gets all the love—but let’s be real: it’s the sides that steal the show. Lipton Iced Tea features once again! Already an NFL sponsor and one of America’s favorite beverages, Lipton had to find its place at the Thanksgiving table. So, what did they do? They served up something refreshing—and totally viral.
The Strategic Approach: Spicing Up a Classic
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Culturally Relevant Partnership: Lipton didn’t just want to be on the sidelines of Thanksgiving—they needed to be part of the action. So, they teamed up with a pro football wide receiver and his wife, capitalizing on a viral moment from the previous year when this player famously spat out dry turkey during a post-game interview. The perfect blend of humor, timing, and pop culture.
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Comedic, Fast-Paced Content: In a video that was part tutorial, part comedy sketch, the duo demonstrated how to make a Lipton Iced Tea bird brine to combat dry turkey. They didn’t just sell tea—they made it a Thanksgiving essential.
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Cross-Platform Distribution: The video was posted across both Lipton’s social media and the influencer’s personal accounts, tapping into their combined fanbase. Plus, Lipton sweetened the deal with a giveaway of custom-branded bird brine containers, turning casual viewers into engaged participants.
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Flavor Science Magic: Behind the scenes, Lipton worked with flavor scientists to perfect the salt-to-tea ratio based on turkey size—because this campaign wasn’t just a clever gimmick; it was also backed by science (and a dash of Thanksgiving genius).
@liptonicedteausaAs the Official Iced Tea Sponsor of the NFL, we want you to spend more time with family and football this Thanksgiving. So we partnered with NFL wide receiver Adam Thielen (who hates dry turkey!) to introduce Lipton Iced Tea Bird Brine. Just add salt to Lipton Iced Tea Half and Half or Lipton Iced Tea Lemon—then drop in your bird to brine it! Full recipe at the end of the video.♬ original sound - Lipton Iced Tea USA
The Results: Lipton Stole the Show
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3.2M Views on TikTok: The video was a smash hit, with millions tuning in to watch and share. Lipton’s Thanksgiving takeover didn’t just make it to the dinner table—it took over social media too.
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145M+ Impressions: The campaign earned media coverage from heavy hitters like OK! Magazine, Adweek, and PR Week. Lipton hit 15 times their target in earned media impressions.
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Buzzing Chatter: Social chatter was lit, with comments like “Well played by Lipton” and “I’m dying to get that tea container!!!!” fueling even more organic hype.
In a holiday season full of turkey and stuffing, Lipton Iced Tea broke through the noise by tying in a viral moment, leveraging influencer power, and giving consumers a reason to engage. It wasn’t just an NFL sponsorship; it was an unforgettable Thanksgiving tradition in the making.
6. Steeped in Success: How An Nhiên Tea House Brewed a TikTok Takeover One Stream at a Time
If you're still wondering whether TikTok can sell tea, allow us to introduce An Nhiên Tea House—the Vietnamese tea brand that turned short-form videos and livestreams into full-blown revenue streams. Known for its freeze-dried, flavor-packed brews and dedication to natural wellness, An Nhiên had the quality. What it needed was the audience. Cue TikTok.
In just five months, this wellness-driven tea brand didn’t just find Gen Z—it practically moved in with them. From collabs with creators to daily livestreams and smart ad placements, An Nhiên Tea House proved that when it comes to specialty tea and social media, it’s all about meeting your customer where they scroll.
The Strategic Steeping Process:
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Creator Collaboration at Scale: Partnered with 30–40 influencers per month, giving the brand a constant flow of authentic, creator-led content that spoke TikTok’s language—snappy, relatable, and camera-ready.
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Daily Livestreaming: Hosted 2–3 LIVE sessions every day, turning product education into an interactive experience. Think QVC, but caffeinated and Gen Z-approved.
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Smart Use of TikTok Shopping Ads: Leaned into native commerce features to connect content directly to checkout, minimizing friction and maximizing FOMO-fueled purchases.
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Affiliate Program Integration: Let creators earn while they brewed, incentivizing deeper engagement and more meaningful recommendations.
@tiemtraannhien_official Công thức trà bồi bổ khí huyết vô cùng đơn giản, chị em nhất định phải thử trà gừng đường nâu thảo mộc @Tiệm Trà An Nhiên Live #tiemtraannhien #tràgừngđườngnâuthảomộc ♬ nhạc nền - Tiệm Trà An Nhiên
The Results: No Caffeine Crash Here
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95K+ followers gained on TikTok—a digital tea-drinking tribe that keeps growing at 5–10% per month.
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2x revenue growth in just five months. That’s double the income in half the time, without doubling the hustle.
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60% of total revenue now comes from TikTok, with 30% attributed to livestreams and 40% from creator content. (Yes, those numbers overlap—because smart strategy does that.)
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All this, with minimal operational costs, proving that social commerce isn’t just for beauty brands and impulse buys—wellness drinks are in the game too.
An Nhiên Tea House didn’t just sell tea—they brewed a content ecosystem that delivers value, engagement, and conversions in real time. With a community-driven approach and a pulse on trends, the brand transformed TikTok from an awareness tool into a powerhouse sales engine.
Brewed for Virality: What Specialty Brands Can Learn from These Steamy Campaigns
From bird-brine giveaways to matcha-fueled UGC marathons, these campaigns prove that influencer collaborations, platform-native content, and real-time engagement are the triple-shot combo for success. The biggest wins came from brands that embraced authentic creator partnerships, leaned into trending formats, and turned social commerce into a seamless experience.
Looking ahead, the future is livestreamed, algorithm-aware, and powered by creators. For brands brewing their next move? It’s time to steep outside the box.
Frequently Asked Questions
What are social media marketing campaigns for specialty coffee and tea brands?
These are strategic efforts by coffee and tea businesses to promote their products and engage with customers through platforms like Instagram, Facebook, and X.
Why should specialty coffee and tea brands invest in social media marketing?
Social media allows brands to reach a broad audience, showcase their products, build community, and drive sales effectively.
Which social media platforms are most effective for marketing specialty coffee and tea?
Platforms like Instagram and TikTok are particularly effective due to their visual nature and wide user base.
How can specialty coffee and tea brands create engaging content on social media?
By sharing high-quality images, brewing tips, behind-the-scenes videos, and user-generated content to connect authentically with their audience.
What role do influencers play in promoting specialty coffee and tea brands?
Influencers can amplify brand messages, reach targeted demographics, and enhance credibility through authentic endorsements.
How can user-generated content benefit specialty coffee and tea brands?
It fosters community engagement, provides social proof, and enhances brand authenticity by showcasing real customer experiences.
What metrics should specialty coffee and tea brands track to measure social media marketing success?
Key metrics include engagement rates, follower growth, website traffic, and conversion rates to assess campaign effectiveness.
