A beloved bubble tea brand chose Houston for its first U.S. flagship. We chose a hundred creators, three platforms, and a launch built to be felt before it was tasted.
Molly Tea arrived in Houston carrying the weight of a cult following and the pressure of a debut. The brand had loyalists who'd crossed state lines for a cup — and a city that had mostly never heard the name. Our job was to close that gap before opening day, and turn the first store into the city's most-talked-about opening of the year.
"A flagship doesn't open quietly. It opens loudly — and on purpose."
We built the launch as a single coordinated wave across Instagram, TikTok, and Rednote — a hundred creators moving together, each with a different angle on the same brand truth. The tea is the craft; Houston is the new home. Every brief was designed so that the audience didn't just see the opening once. They saw it from every creator they already trusted, in the same week.
Grand Opening Marketing. A launch campaign engineered so Houston felt the brand land before the doors opened.
Creator Partnerships. Over a hundred creators across three platforms, activated in one coordinated wave.
Cross-Platform Social Campaign. Instagram, TikTok, and Rednote moving in sync — so the story was everywhere at once.
When the doors opened, the line was already there — and so was the city's tea community. An estimated 1.5M+ in aggregate creator reach put Molly Tea in front of Houston before the first cup was poured, and a 70% cross-platform posting rate meant the audience didn't just watch the launch, they participated in it. That's how a first store stops being a debut and starts being a default.
Whether you're weeks from opening or years in, we can build the campaign that makes the city line up.
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