Molly Tea North America First Store
Molly Tea, a popular Chinese bubble tea brand, launched its first-ever North America location in Toronto. Despite its huge following in China, the brand had no awareness in the North American market. The goal was to generate rapid buzz, differentiate from fierce competition, and drive both in-store traffic and online conversations. We led the integrated marketing strategy to help the brand achieve a highly successful launch.
Brand's Challenge
The campaign needed to deliver rapid brand awareness and high-traffic conversion within a short window, while maintaining strong brand tone:
- No local brand awareness; starting entirely from zero in North America
- Limited budget requiring maximum impact per dollar spent
- Highly competitive bubble tea market demanding clear differentiation
- Needed to engage young, social-first consumers to drive both online buzz and offline store traffic
Our Solutions
Forward Marketing led the full-channel marketing rollout for Molly Tea’s first North America store. We built a strategy centered on brand buzz, social amplification, and in-store conversion, driving synchronized online and offline momentum.
- Designed brand messaging and positioning to highlight unique product appeal
- Produced and promoted content on REDNote and WeChat Official Account to establish visual identity
- Managed influencer collaborations to drive authentic peer content and discussions
- Orchestrated offline activation cadence to maximize store traffic during opening
- Responded to market feedback in real time, optimizing content and channel mix