brief / objective Develop a strategy, tech stack, and approach to owned media that supports influencer marketing.
Boba Tea Protein started with a clear goal in mind: "make the healthiest boba tea in the most authentic way possible." Personal trainer, boba barista, and BTP founder Neil Hoang started the brand in 2020, driven by his love for boba and passion to help others. In the process—he consulted bodybuilders, food chemists, and boba shop owners to learn how to make a protein drink the captures the complete essence of boba tea.
Fueled by influencer marketing, the brand officially launched in November 2020 and completely sold out of the first inventory run within 30 minutes. Not bad... but the hype had just begun—and a restock in January sold out of triple the inventory in under 4 minutes.
This led to a Crowdfunding project that raised over $500K in less than 2 weeks.
We have been engaged with Neil and Boba Tea Protein in a consulting capacity since the inception of the brand. The learning curve of DTC is a massive undertaking for any business owner, so we enjoyed the opportunity to guide Neil and his team with strategic insights and operational recommendations.
Neil's work with influencers became invaluable to the initial rocket ship growth—providing funding for inventory production for true scale in 2022.
during the first year of engagement
All product launches selling out in literally minutes.