SMC Creative House · Taiwanese boba franchise · Social media manager · Aug–Oct 2025
✦ THE WHY
If a $7 drink can feel chosen specifically for you, that’s the connection I’m after.
9
shares on the astrology carousel, versus an average of 2
12
zodiac signs, each paired with a menu tea
3
Eagles fan archetypes built from local knowledge
✦ THE FULL STORY
One of two Philadelphia food and beverage clients I managed at SMC Creative House, an international ad agency. Each week I researched cultural trends and audience behavior, built a creative deck, walked the client through the reasoning behind every idea, then filmed on location and briefed the editors.
The problem
Boba content tends to blur together: the same pretty drinks set to the same borrowed trends as every other shop. The audience is young, extremely online, and can smell a copied idea instantly. The shop needed content that felt like it was made for someone specific, not for anyone who might walk by.
The idea
Start with who actually buys boba, then work backward. Up to 80% of Gen Z and younger millennials use astrology to cope with uncertainty. The same group is driving the sweet treat trend because when a down payment feels impossible, a $7 drink is an indulgence you can actually have. In Philadelphia, that audience overlaps with the notorious Eagles fanbase—so the content spoke to those identities directly.
The execution
The astrology carousel paired all 12 signs with a tea from the menu based on flavor, personality, and a little wordplay. The Eagles carousel built three fan archetypes around the seasonal teas the shop wanted to move. And when every boba shop was riding the Labubu wave with cute toppings and alliteration, we made the shop haunted by one instead: a storyline the brand owned, not a trend it borrowed.
The content
A selection of editable content directions from the campaign.
Astrology carousel
4:5 SLIDES
Gemini, Taurus, and Scorpio were the strongest picks: every sign paired with a tea through flavor, personality, and a little wordplay.
GEMINI
TAURUS
SCORPIO
9 shares, against an average of 2 on comparable posts.
Eagles carousel · 4:5 slides
Three fan archetypes built from local knowledge: Throwback Legend, Classic Jersey, and Superfan.
Swipeable image carousel · Upload multiple images
BEHIND THE SCENES
On set · Directing · The deck in action
The results
Shares were the number that mattered here. A share is someone tagging a friend to say, “this is you,” which is the whole point of identity-based content. Comparable non-promotional posts averaged 2 shares; the astrology carousel earned 9. The goal was connection, and the shares say it landed.
Strategy built to evolve. ✦
Ember Beckary · Social Media Strategist