Harney & Sons Fine Teas asked CVR to create a campaign to help increase their online sales by 30 percent during their off season, expand the content on their blog and increase foot traffic in both their Soho and Millerton, New York stores.
CVR developed a campaign entitled “Harney Happy Hour” that ran throughout the summer of 2018. On Fridays from 3-5 p.m., all iced tea tins were 50 percent off. To drive traffic to the site, we partnered with a mixologist to develop six iced tea cocktail recipes, then created six step-by-step cocktail videos to be shared on their blog and YouTube, Facebook and Instagram accounts. A specific Harney Happy Hour landing page housed links to the featured iced tea flavors and the recipes. Slider images and loading pages were created for Harney’s app and homepage. Cocktail-specific emails were sent over the course of the campaign, and banners were placed in all other emails distributed throughout the summer. CVR developed paid social ads, digital banners and a commercial for Spotify geotargeted around their store locations. Custom playlists for each cocktail also ran on Spotify.
Compared to 2017, the promoted teas’ sales increased 80 percent and revenue rose 32 percent.