Today, tea is timeless yet modernized – seeping into cultures around the world and becoming readily available to everyone. We spoke to tea company, DAVIDsTEA, to discuss how they’ve developed and promoted a recognizable international brand that celebrates loose leaf tea and relates to thousands of loyal customers on a personal level.

1. Success
Story:
DAVIDsTEA
SUCCESS STORY: DAVIDSTEA
95-99%
customer service
satisfaction rate
on Twitter
Increased brand
exposure
Increased
customer
engagement
Grew social
business across
North America
The Social Tea:
How DAVIDsTEA Developed a Loveable Brand
After water, tea is the second most consumed drink in the world. More
than just a beverage, it has the power to bring cultures together, break
through barriers, relax or excite great minds and ignite conversation and
trade around the world. Its loose leaves steeped in hot water are symbolic
of human nature and our search for pleasure and balance in the everyday.
Today, tea is timeless yet modernized – seeping into cultures around
the world and becoming readily available to everyone. We spoke to tea
company, DAVIDsTEA, to discuss how they’ve developed and promoted a
recognizable international brand that celebrates loose leaf tea and relates
to thousands of loyal customers on a personal level.
Developing a Loveable Brand on Social Media
Like tea, social media connects people around the world over common
interests and shared conversations. And while this commonality is
convenient, it doesn’t necessarily give brands like DAVIDsTEA a leg-up over
others when looking to create a loveable brand on social media.
“DAVIDsTEA was founded five years ago in Montreal, Quebec. And, as a
young and innovative business, our customers have high expectations for
our social content,” says DAVIDsTEA Social Media Manager, Youri Hollier.
“As Social Media Manager, I am personally responsible for everything that
is DAVIDsTEA social. From developing content, to curating our pages,
to customer outreach, I’m there covering it all. My time is spent (in no

2. SUCCESS STORY: DAVIDSTEA
particular order) between Facebook, Twitter (@DAVIDsTEA), Instagram,
Pinterest, Reddit, Google Places, Foursquare, Yelp and basically
anywhere else that you’ll find us online that isn’t davidstea.com.”
“Our social media strategy developed organically over time. Our main
goal has always been exposure and engagement,” says Youri. By
sharing great content and “stepping outside of the comfort zone for
businesses on social media,” they’ve had incredible success. While the
content varies from channel to channel, their main content features
recipes, contests, fan and staff-generated content, promotional posts
and recurring posts – all with a fun modern twist.
Brand Innovators on Social Customer Service
Besides sharing “Happy Caturday” pics on Instagram and the “Tea of
the Day” to social channels, they respond to every comment, like and
share – the good and the bad – on social. “We’re not just replying with
cookie cutter answers either,” says Youri. “People can see if brands
always reply with the same robotic response. We treat everyone with
the unique conversation that they deserve. Stepping outside of our
comfort zone, we try to keep things playful and engaging. Oreo is a
great brand example that sets the bar for a lot of what we do.”
“Our biggest problem that we faced as a company with regard to
social media was capturing every single tweet discussing our brand,”
says Youri. “We would miss entire blocks of conversations. Once we
integrated Hootsuite into our workflow, we haven’t looked back since.
Hootsuite allows us to set up streams and lists to ensure that everyone
is responded to and conversations continue on Twitter. In terms of
content, we speak the language of our customer and aren’t afraid to
take risks with our responses or tweets.”
“I’ve definitely found myself using the Hootsuite Mobile App while
on a long train ride, waiting in a line and basically anywhere that my
computer isn’t readily available. It lets me continue my work from
anywhere! (Yay?),” jokes Youri.
“Our local strategy
involves posting
about community
events, local
partnerships, and
exciting single store
initiatives. Whenever
optimal, content is
also geo-targeted to
guarantee that the
it’s relevant to the
recipient.”
Youri Hollier,
Social Media Manager, DAVIDsTEA

3. SUCCESS STORY: DAVIDSTEA
The Future of Retail
Business Insider states, “Overall usage on social media platforms and
mobile devices is exploding. Millions and millions of consumers are
expressing likes on Facebook, tweeting about products on Twitter,
and pinning on Pinterest every single day. Retailers and brands are
increasingly focusing their attention on social commerce.”
One of the greatest transitions of our time is taking place so seamlessly
that its only noticeable to those looking or resisting. Social media is
changing customer service, marketing, communication, sales – and
by extension, retail. Now, Instagram, Pinterest and other highly visual
social networks may be the first touch point to brands for customers
around the world. DAVIDsTEA, and other brands that “get it,” create an
online retail experience that’s so vivid that it either draws customers in
to visit the store or enables them to purchase online, because they’ve
already had the full “retail experience” without leaving their home.
Thank you Youri Hollier, Bradley Grill and DAVIDsTEA for chatting with
us!
More About DAVIDsTEA
Founded in Canada in 2008
by David Segal and his cousin,
Herschel Segal, DAVIDsTEA is all
about sharing their passion for
tea (over 150 types and counting)
with the world. Whether in one of
their 120 locations across North
America or online, establishing
new customers and maintaining
engaging relationships with
existing customers are their main
goals. Besides that, making loose
leaf tea fun and easy is what they
do best.
Start developing your brand on social media
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