Digital campaign to promote the Newby Teas & Matthew Williamson Collaboration project. In the first collaboration of its kind, multi award-winning British designer Matthew Williamson partnered with Newby London, to produce a range of high-quality tea blends accompanied by a capsule collection of limited edition teaware – a collection named 'Newby by Matthew Williamson'.
Planning out the Instagram campaign, I designed a set of social posts building up to the “final reveal”. These visuals were adapted to run concurrently across Facebook and Twitter.
Post Plan
1. “Coming Soon” Post. Starting off subtley with just a hint of the Matthew Williamson illustration.
2. All subsequent posts to carry Matthew Williamson butterfly as a link back to the “Coming Soon”.
3. “3 & 10 Days” post - to take up the space of 3 Insta posts, adding impact and grabbing attention.
4. "It's Arrived" post revealing the full scope of the design, to be set over 9 social squares to make full feature.
5. Finally showing off the actual product photography.