Business Strategy

Steaz, the nation’s best-selling organic and fair trade iced green tea beverage company, was seeking to bolster brand awareness, continue to educate consumers and drive trial. To meet their needs, LANE custom designed and executed an influencer program that would reinforce the brand’s relevance and build brand excitement on social media among target consumers. Identifying and recruiting 11 brand-right influencers as spokespeople for Steaz, LANE helped foster buzz and awareness.


LANE’s influencer campaign garnered more than 7 million impressions and 44,000 direct engagements across more than 50 blog and social media posts. The influencers’ posts ranged from lifestyle-focused  content like that of Cloudy with a Chance of Wine and food and wellness features like that of Primally Inspired to healthy living social posts like @BrooklynHawaii and @LaurenScruggs. Throughout the campaign more than 200 #Steaz posts were shared among influencers and fans with a frequency of 1.4 times per day. Ultimately, the Steaz social following grew by 17 percent.

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