Case Study: Twrl Milk Tea
Twrl Milk Tea’s three launch flavors: Supreme Jasmine, Original Black, and Hojicha Roasted Green Tea
Client: Twrl Milk Tea
Included: Website refresh, automated email funnel, email marketing campaigns, in-depth SEO
Last Fall I had the opportunity to work with Twrl Milk Tea a startup beverage company based in San Francisco. Twrl is a premium, plant-based milk tea brand that sources fair-trade, organic tea from family-owned farms. The milk is a pea milk which is high-protein while low in sugar and carbs. On top of that, Twrl is nitro-infused in a can and shelf stable so you can take your milk tea anywhere, making it incredibly convenient!
I grew up loving milk tea (we called it Pearl or Tapioca tea back in those days!) but after I started monitoring my sugar intake several years later I felt like I had to kick the habit. Luckily, Pauline and Olivia started Twrl to create a better-for-you milk tea. The tea is soured from family farms in Japan and China focused on organic regenerative/biodynamic farming which gives the tea a superior nutritional profile compared to conventionally grown tea. The milk is a high-protein pea milk, which has a lighter environmental impact than other non-dairy milks (i.e. using less water than almond farming, for example). Thanks to Pauline I’ve switched over to pea milk as she gently made me aware of the extra carbs I was consuming from my oat-milk lattes. You can read more about the benefits of pea milk on a blog post we wrote together.
I feel super fortunate that I was able to support the team last fall and take some projects off of the co-founders plates. I brought in an alternate, third perspective and as busy co-founders being able outsource and delegate is critical since it’s impossible to do everything:
Site Optimization - We optimized their website homepage for email sign ups, conversion and streamlined content
Editorial Calendar - We created an editorial calendar, improved frequency of email marketing and added automated flow emails
SEO Work - SEO work on their websites pages ensure that verbiage resonates with how potential shoppers are searching and looking for products like theirs. They are unique because they are the first pea milk latte product on the market. I took a data driven approach and it’s been exciting to see Twrl increase their rankings on all of their flavors: Black Tea, Jasmine Milk Tea and Hojicha. It’s been amazing to continue to see a large portion of the brand’s traffic come from search traffic over paid, referral or social channels!
If something from this resonates with you, or if this sounds like something I could help you with, please feel free to reach out and book a free consultation. I’d love to discuss your business and marketing goals with you.
