With nearly 1.5 billion monthly users who spend an average of 40 minutes on its site, Facebook presents ample opportunity for brands to connect with consumers. But with more than 1 million pieces of content being shared on the platform every minute of every day, a brand's content has to truly stand out to rise above the clutter, let alone create a measurable impact. In 2015, Moxie set out to help Gold Peak Tea do precisely that. Our objective: Leverage Facebook to foster a community and nurture brand love through engaging, short-form content that celebrates "at-home moments" with Gold Peak Tea.
We had a very clear goal: Break through the clutter in a simple, visual and relevant way.
To start, we used online search data and took cues from the Gold Peak Tea Facebook community to identify at-home moments when iced tea was top of mind. Leveraging these insights, Gold Peak Tea developed seasonally relevant content showcasing the brand in authentic, at-home settings that seamlessly aligned with our consumers' lifestyles. Through snack-sized content like photos, GIFs and videos, Gold Peak Tea engaged its Facebook community with home-inspired tips, recipes and how-tos — all with the aim of delivering on the brand promise of "The Taste That Brings You Home."
We discovered that the Gold Peak Facebook community is passionate. The content not only sparked social actions, but also real-life actions. For each piece of content Gold Peak Tea posted, fans recreated it, snapped a picture of it and came back to Facebook to show us how they put their own spin on it.
In 2015, total reach nearly doubled, and Facebook engagements more than tripled. Gold Peak Tea's Facebook content reached more than 74M users and received more than 7.9M video views. Facebook fans took social action by generating more than 1.9M "likes," 80,0000 "shares" and 22,000 comments — a good number of which were user-generated photos recreating how-tos or recipes that Gold Peak Tea posted.
Over the course of the year, Gold Peak Tea's bite-sized Facebook content resonated well and — best of all — our fans were highly engaged. From home-cooked meals and homemade tablescapes, it's clear that the home-brewed taste of Gold Peak Tea is the perfect match to our fans' at-home occasions.
