How CPM Helped Transform a Fragmented Social Presence into a National Lifestyle Brand
SHARETEA
When CPM Online Marketing first began working with Sharetea Australia in March 2023, the brand was already well-known in the bubble tea space — but its digital presence didn’t yet reflect the scale, energy, or product diversity of the business. They were looking to stand out from their other bubble tea competitors and grow the brand quickly on a national level and were looking for marketing support to help them do that.
At the time, Sharetea had multiple social pages that lacked a unified brand identity. Franchisees were running own pages and the messaging was not unified and spread all over the place. The content was heavily graphic-based, with nearly no lifestyle storytelling and minimal focus on showcasing the full breadth of their menu and the brand’s identity did not look much different to the other competitors.
Despite having an impressive range of drinks and a rapidly growing store network, this wasn’t being effectively communicated to Australian audiences through social media.
That’s where CPM came in.
The Challenge: Unifying a Disconnected Brand Presence
Our first objective was to bring consistency and clarity to Sharetea’s digital identity.
The brand had strong recognition offline, but online it lacked a cohesive visual voice. Different styles, inconsistent messaging, and a focus on static graphics meant the social channels didn’t fully capture the fun, vibrant, and lifestyle-driven nature of the brand. The aim was to recapture the youthful and fun vibe of the brand and bring it to life online.
At the time we began working together, Sharetea had approximately 60 stores across Australia. With aggressive expansion plans underway, it was essential that their digital presence evolved into something scalable, engaging, and nationally aligned.
THE CPM Strategy: Turning Sharetea into a Lifestyle Brand
CPM was tasked with completely repositioning Sharetea’s social media approach. Rather than focusing primarily on product graphics, we shifted the strategy toward:
1. A Unified Brand Identity
We developed a consistent visual style across all platforms that reflected Sharetea’s youthful, energetic, and lifestyle-focused positioning. This included cohesive colour palettes, photography direction, tone of voice, and storytelling themes.
2. Lifestyle-Driven Content
One of the biggest changes was moving away from static promotional graphics and toward dynamic, lifestyle-based storytelling. We introduced: Real world drink content bringing the product to life Customer focused content In store experiences and customers interacting with the products Seasonal and trending themes changing with new specials and campaigns This allowed audiences to see Sharetea not just as a product, but as a fun part of their everyday lifestyle. Like great brands Share tea became more than just product but a brand to follow and be loyal to.
3. Seasonal & Limited-Time Campaign Focus
We placed strong emphasis on:
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New drink launches
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Limited-time seasonal offerings
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Promotional collaborations
By building anticipation through teasers, countdowns, and launch campaigns, we helped create consistent excitement around new releases.
4. National Store Support
CPM also supported Sharetea’s ongoing expansion by helping with targeted ads around new store openings bringing awareness to the new stores and potential customers when the store opened. This helped drive local awareness while reinforcing a strong national brand presence.
Results: Strong Organic Growth & Brand Expansion
The impact of this new strategy was significant.
Through a consistent mix of:
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Reels
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Photography
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Stories
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Meta advertising across Instagram and Facebook
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Sharetea’s digital visibility increased dramatically. Many of our video Reel campaigns om Instagram regularly achieved organic reach in the tens of thousands, helping the brand reach new audiences without relying solely on paid promotion.
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Most importantly, all the marketing with CPM helped
Sharetea expand from approximately 60 stores to nearly 150 stores Australia-wide.
While business growth comes from many factors, strong onlinel brand presence played a key role in supporting national awareness and franchise momentum and spreading the stores into new territories
Major Campaign Highlights: Entertainment Collaborations
A standout part of our partnership was working closely with Sharetea’s in-house marketing team on major collaborative campaigns.
This included national promotions tied to Paramount Pictures film releases, such as:
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The Smurfs Movie Collaboration
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SpongeBob Movie Collaboration
CPM worked closely with Share Tea and Paramount Pictures to make sure everything was on brand and in line with the movie launches. These campaigns were highly successful, combining creative social storytelling, themed drink launches, and integrated promotional support. They generated strong engagement and helped position Sharetea as a brand that actively participates in pop culture moments.
CLIENT TESTIMONIAL
As Sharetea Australia Head of Marketing, Loanne, shares:
“As the head of Marketing of Sharetea Australia, I am pleased to share our experience working with CPM Online Marketing. CPM has been our trusted marketing partner for over 2 ½ years, supporting our brand as we continue to grow our network and manage close to 150 stores nationwide.
When we first engaged CPM, we were looking for a partner to help with our future marketing direction and support our goals for rapid expansion. We knew we wanted to evolve our approach to better connect with Australian audiences and strengthen our brand presence as we expanded our network of stores and grew into new territories. CPM has been instrumental in helping us establish that direction, guiding us with strategy, creativity, consistency and executing all the online and social marketing deliverables we needed for that.
Throughout this time, we have worked hand in hand with CPM on a wide range of initiatives — from developing engaging content and managing new product launches to delivering high-profile collaborations such as our campaign with Paramount’s Smurfs movie. Their ability to integrate seamlessly with our internal team has been invaluable, ensuring every project is executed with efficiency and professionalism We have always found CPM to be highly creative, organised, and a pleasure to work with. Their responsiveness and commitment to helping our brand make them an outstanding partner who genuinely understands our brand and objectives.
We look forward to continuing this collaboration and building on our success together with more exciting campaigns as Sharetea grows across Australia.”
The CPM Difference: True Collaborative Partnership
A key factor in this success was our close collaboration with Sharetea’s internal marketing team.
Rather than operating separately, CPM worked as an extension of their team — supporting strategy, execution, and campaign rollouts across Australia.
Our role included:
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Content planning, capturing and production in line with the content calenders
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Campaign ideation
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Launch support for special campaigns
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Performance-driven ad strategy
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Brand consistency management
Conclusion: From Fragmented Pages to a National Digital Powerhouse
Today, Sharetea Australia’s social presence reflects the scale, excitement, and lifestyle appeal of the brand.
What began as a fragmented and graphics-heavy digital presence a few years ago has evolved into a unified, engaging, and high-performing national platform — one that supports both customer engagement and ongoing franchise growth.
This case study demonstrates how strategic social media management, lifestyle storytelling, and collaborative campaign execution can transform not just a brand’s online presence — but its overall market momentum. CPM are experts in helping Multi venue food brands grow and expand via online and social media marketing and PR.
We have worked with many great names over the years to help them grow and expand. Great Brands such as Share Tea , Meet Fresh, Din Tai Fung,, Piccolo Me, Toastie Smith, Gram Pancakes , Xs Espresso, Nanas Green Tea, Pepper seeds, Manoosh Pizziera, Hurricanes Grill, Expresso Warriors, Anita Gelato, FlowerChild Cafes, Freo Frozen Youghurt, Zhang Liang Malatang and Three beans.
