As the tea category evolves to meet the needs of younger consumers, Twinings set out to reposition its Tea Latte Sachets as a modern self-care essential. To do that, they partnered with Social Soup to deliver a creator-first campaign that brought the ritual of tea drinking to life across TikTok, Instagram and even office kitchens.
The Strategy: Make “Me Time” Shareable
We knew Gen Z doesn’t just consume products, they engage with them, talk about them, and share them with others. So, we built a campaign that was designed for exactly that.
Our approach combined two powerful layers of influence:
- 80 x Gen Z micro creators created relatable content across Instagram and TikTok, showing how Twinings Latte fits into real daily rituals. From on-the-go hacks to after-work wind-downs.
- 200 x Gen Z networkers brought the experience into office environments, trialling the product and sharing it with up to 20 colleagues each to drive peer-to-peer conversations at scale.
This dual approach helped create both buzz and behaviour change. From influencer content to in-office sampling, we ensured the Tea Latte experience landed in real-life settings where habits are formed and shared.
The Results? A Recipe for Success
The campaign delivered above and beyond on all key objectives:
- 156 pieces of creator content produced (130% of KPI)
- 161 product reviews
- 4.2-star average rating for Twinings Latte
- 3,332 extended networker product trials (110% of KPI)
- 77% of participants said they intended to purchase after trial
Measuring Lasting Behaviour Change
To understand the real impact of the campaign beyond likes and shares, we conducted a Brand Uplift Study, capturing genuine shifts in behaviour among the creators’ audiences. The results confirmed that micro influence can drive more than awareness, it builds lasting habits:
- 40% had purchased Twinings Latte after seeing creator content
- 63% were still buying the product at the time of the survey
- 88% of those who purchased also bought another Twinings product
Built for Amplification: 12 months’ usage rights
Beyond organic impact, this campaign was designed for scale, giving the brand content that could work harder, for longer. With 12 months’ usage rights, Twinings gained a rich library of high-performing, authentic creator content ready to power their paid media strategy.
Even better, Social Soup handled the heavy lifting. From managing paid boosting to linking dozens of creator accounts, ensuring a seamless amplification process with maximum impact and minimal effort for the brand.
This approach transformed creator content into a strategic asset that delivered long after the campaign ended, across paid, owned, and earned channels.
Want to create a moment worth sharing?
Whether it’s a daily ritual or a big brand moment, we help brands spark authentic engagement that drives real-world results. Get in touch to see how we can build the right creator-led strategy and product sampling campaign for you.