J
ayshree Tea
increase in organic social media queries. We set up a brand and product driven content calendar basis which creatives were shared on a regular basis on the platforms. All platform features such as videos, reels, stories were used to garner more engagement for the brand. An active page won the brand many organic enquiries from interested distributors.
increase in website traffic from paid media marketing. Monthly SKUs were the focus products that to run ads for. We leveraged both the Google Search and Display network to get in targeted traffic from the USA and UK market. Tracking and analysis ensured that the campaigns remained optimized.
increase in website traffic from search engine optimization services. We helped the brand rank on page one of Google from highly competitive keywords such as buy Darjeeling tea, buy green tea in bulk – among others. We optimized the website with on-page SEO services and also secured credible backlinks for the brand.
increase in inbound leads with the help of sending personalized bulk emails. With the help of defined consumer segmentation, we sent out personalized emails to potential customers on behalf of the brand. The open rates were good and the conversions brewed. Monthly newsletters were also shared to all the stakeholders of the company.
Jayshree Tea is among the top three tea producers and manufacturers from India. They are part of the illustrious B K Birla Group. With a market dominance far exceeding their competitors of tea estates in Darjeeling, the group is revered as a doyen of the tea industry across the world. Their prize-winning teas are auctioned by some of the largest auctioneers, globally. Germany, USA, UK are some of their key markets. Their tea estates span across Darjeeling, Assam, Dooars and more. From whole leaf to dust, they produce and package all varieties of tea including some of the most premium blue, white, silver needle. The presence that they had on digital did not do justice to the leadership and respect they had. They were looking for a partner – who firstly understood and appreciated the nuances of tea, and could translate that for their intended users to experience – online.
The excitement to work with Jayshree Tea was apparent across the team. During our audit, we had identified several opportunities where we could partner the brand and build them an online presence that spoke of who they truly were. Some key challenges that we overcame with the brand included multiple page listings, incorrect information across sites, misleading claims in the name of the brand from some unwanted distributors. After a cleanse of their online presence, we began picking opportunities that would help the brand transition from an inactive one to a meaningfully active one. Another aspect that the team had to be mindful of was the dynamic nature of their stock of teas. Since these teas were auctioned and sold in lots, we had to keep a track of the paid promotions, newsletters, and social media creatives so as to not promote any teas that were already sold.
The Anatomy collaborated with Jayshree Tea during the time that the pandemic broke out. The tea industry was severely affected with the lockdown impositions that affected estates across the world. Time is of the sincere essence when it comes to tea. Freshly picked teas are highly prized. Tea that is picked and stored loses its value in terms of taste, freshness and price. As soon as the lockdown was lifted, our campaigns went live. Leads and enquiries started coming in and inventory started being delivered. Content of social media was always reflective of the tea house and its values. From weekly tasting videos to monthly giveaway activities, the brand made room for itself with the users. Causes that the brand supported included sustainability, conscious cultivation, tea community empowerment to name a few. Updates about all the activities that they undertook were documented as part of the newsletter too.
