A drinks calendar that moves every few weeks, filmed at the pace it actually moves — reaching 1.5–2.5M people across Meta and TikTok.

Bubble tea is one of the most contested categories in Singapore, and it is contested in a particular way: the product photographs almost identically from brand to brand. A cup, a straw, a layer of pearls settling at the bottom — the frame gives away very little about who made it. What actually separates one chain from another is the calendar: new drinks, seasonal flavours and toppings that land every few weeks and have a short window in which anyone cares. Each of those launches needs its own content push, and it needs it on the day, not a fortnight later. The audience for those drinks had also moved almost entirely to short-form video, where a homegrown name and a brand that opened last quarter start on exactly the same footing and the only currency is whether the first second of the clip holds. Producing at that cadence — consistently, across a network of outlets, without the quality sliding as the volume rises — is the part that usually breaks.

Put the brand in front of a materially larger audience on Meta and TikTok, and build a content operation that could keep step with the launch calendar rather than trailing behind it. Reach on its own was not the target — the work had to earn a reaction once it landed, so engagement was carried as the quality check instead of being traded away for a cheaper impression. Success was defined in awareness terms: people reached, video views, and the rate at which the content was engaged with — not cups sold or footfall attributed to any single post.

We took over day-to-day social media management — the content calendar, the posting rhythm and the community replies across the brand’s channels — and locked the publishing plan to the drinks calendar, so every launch had its content ready before it went on sale rather than after. Our team produced original video, photography and design around the moments that only work in motion: the pour and the colour separating out, cheese foam going over the top, pearls hitting the bottom of the cup, condensation on the first sip on a hot afternoon — all shot vertical-first for the platforms the content was made for. The pieces that earned attention organically were then amplified with awareness campaigns across Meta and TikTok, optimised toward cost-efficient reach and video completion rather than impressions for their own sake. Influencer and creator collaborations carried the brand into student, youth and food-discovery audiences it did not already own, in voices those audiences already follow. Each month the production plan and the media budget shifted toward the drinks, hooks and formats the numbers favoured, so the content programme compounded across launches instead of restarting at every one.

Over five to six months the work reached 1.5–2.5M people and generated 3M+ video views, with engagement running above 3.5% — the number that matters most on an awareness brief in a category this crowded, because it is the difference between being scrolled past and being watched.

See the rest of our client work on the case studies page.