_edited_edited.png)
We Turned Digital Attention Into Real-World Demand.
Meta + Google · London Market Entry · Retail Launch
HEYTEA × INSO DIGITAL
We Turned Digital Attention Into Real-World Demand.
HEYTEA was entering London for the first time.
Our job was simple:
Make people care.
Make people search.
Make people show up.
We combined Meta and Google to create demand, capture intent and support HEYTEA’s London store launch.
The Challenge
HEYTEA wasn’t just launching another campaign.
It was entering a new market.
The challenge was not simply generating clicks.
We needed to introduce the brand to London, build excitement around the launch, capture people already searching for HEYTEA and bubble tea, and turn that digital attention into physical store visits.
So we built the campaign around one question:
How do you turn attention into footfall?
One Launch. Two Jobs.
We didn’t ask one platform to do everything.
Each channel had a clear role.
Meta Created the Demand.
Before people could search for HEYTEA, they needed a reason to care.
We used Facebook and Instagram to introduce the brand, showcase the products and create excitement around the London launch.
The creative focused on four things:
The Product.
Visually distinctive drinks designed to stop the scroll.
The Brand.
Introducing HEYTEA to people who may not have known the brand before.
The Experience.
Showing people what visiting HEYTEA could feel like.
The Launch.
Giving people a reason to visit now.
Google Captured the Demand.
Once interest existed, Google helped turn curiosity into action.
We targeted people actively searching for HEYTEA, bubble tea and relevant nearby options around the store.
The customer journey became:
See It → Want It → Search It → Find It → Visit
Search campaigns were designed around local intent, brand demand and store discovery.
We also used location signals and search-term data to focus spend on the people showing the strongest intent to visit.
Test Small. Learn Fast. Scale What Works.
The launch was split into two phases.
Phase 1 Soft Launch
The soft launch was our learning phase.
We focused spend closer to the store and used the early campaign period to understand how the market responded.
We tested different creative directions, audiences, messaging, geographic targeting and search behaviour.
The goal was not to scale immediately.
The goal was to learn.
Phase 2 Hard Launch
Once we had real market signals, we scaled the strongest elements.
We increased investment behind the creative, audiences and search behaviour showing the strongest response.
We expanded reach while keeping the campaign locally relevant.
We also used stronger launch messaging and calls to action to maximise demand during the most important launch period.
Learn first. Scale second.
The Strategy
The campaign was built around the full customer journey.
Meta helped create awareness and desire.
Google helped capture people actively looking for the brand, category or store.
The soft launch generated real market feedback.
The hard launch scaled the strongest signals.
And throughout the campaign, budget moved toward the combinations of creative, audience, channel and intent that were performing best.
What InSo Managed
Strategy & Media Planning
Campaign structure, channel roles, launch phasing and budget allocation.
Meta Advertising
Audience strategy, campaign build, creative testing and ongoing optimisation across Facebook and Instagram.
Google Advertising
Search strategy, keyword management, local-intent capture and location-focused campaigns.
Creative Testing
Testing product imagery, lifestyle creative, messaging and launch calls to action.
Audience Strategy
Geographic targeting, audience refinement and performance-led optimisation.
Measurement
Media performance, local actions, commercial efficiency and launch-period revenue analysis.
Scaling
Moving more budget toward what the market proved was working.
The Result
The campaign generated millions of impressions across Meta and Google and helped build awareness around HEYTEA’s London launch.
Meta created broad visibility and engagement around the brand and product.
Google captured people showing stronger search and local intent.
The campaign supported a launch period that generated significant consumer interest and physical store demand.
During the measured launch period, store revenue represented approximately:
8× Paid Media Spend. Rather than treating platform metrics as the final measure of success, we looked at the wider commercial outcome.
Because the primary conversion happened offline, we treated the 8× figure as a blended revenue-to-ad-spend ratio rather than claiming every pound of store revenue was directly caused by advertising.
Why It Worked
We didn’t make one channel do everything.
Meta made people care. Google helped them act.
The soft launch showed us what the market responded to. The hard launch scaled those signals.
And the strategy stayed focused on the customer journey rather than the advertising platforms themselves.
The Platform Wasn’t the Strategy.
The Customer Journey Was.
The Lesson
Great launches don’t start with more ad spend.
They start with understanding how the customer moves.
From discovering you.
To wanting you.
To searching for you.
To choosing you.
Advertising simply accelerates that journey.