CLIENT: Gong cha
PROJECT: ORGANIC AND PAID SOCIAL MEDIA STRATEGY AND PR PROGRAMME
The Brief:
McKenna Townsend (MT) was appointed by Gong cha Belfast, the first Irish franchise for one of the world’s fastest-growing bubble tea brands, to plan and deliver strategic B2B and B2C public relations and social media management for the first store launch on the Island of Ireland.
Activity:
• Pre and post-launch public relations management
• Content curation that resonates and engages with target audiences. MT’s in-house Studio team creates and develops visual assets including videos and video editing, in line with the Gong cha brand identity
• Social media scheduling, posting, community management, channel moderation and monitoring
• In-depth reporting and analysis to demonstrate KPIs and ROI
Strategy and delivery:
• MT provided specialist B2B and B2C PR and social media management support to launch Gong cha Belfast on the Island of Ireland, which opened its store on Botanic Avenue in January 2025
• Leading up to the store launch, MT developed a comprehensive strategy to maximise its success from pre-launch through post-launch
• MT crafted and delivered the brand story through compelling press materials, announcing the brand’s arrival on the Island of Ireland
• MT manages all Gong cha Belfast social media channels including TikTok, Instagram and Facebook to engage a loyal brand community and drive footfall
Results:
• By targeting both consumer and trade media, MT generated strong coverage across Belfast locally and in Northern Ireland, while also capturing attention within the QSR, food and beverage, tourism and franchise industries
• The launch coverage reached an estimated audience of over 129 million, with more than 700,000 estimated views. It was featured in key local titles such as The Belfast Telegraph, Belfast Live, and The Belfast Newsletter, as well as in major industry media including Food and Drink Network, The BFA, and Propel Info
• In the first month of activity, Gong cha Belfast reached over 250,000 people and generated 1,500 engagements across social media platforms. This approach successfully drove engagement and footfall, generated buzz for the brand, and cultivated a loyal brand community
• Our efforts contributed to the store opening’s success, with extensive queues stretching down Botanic Avenue, and widespread excitement on opening day
