Bubble tea lovers would know PlayMade as their go-to bubble tea fix when they are looking for quality tea with housemade chewy pearls.
With a rapidly expanding presence of 25 outlets and counting, PlayMade has established itself since 2017 as a leading quick-service tea provider originating from Taiwan.
The Challenge
As they grew, content creation also scaled up. The marketing team found that preparing high-quality social media posts became a bottleneck, it also took up a huge proportion of the team’s time and resources.
This included thinking up angles and ideas for their posts. The team then goes into researching for inspiration on various social media channels, preparing briefs for their designers, and crafting captions. This is multiplied by 7–8 social media content pieces every week.
As social media management is done in-house, this meant taking time away from other crucial marketing efforts that would directly impact their key metrics.
The Solution
The team began looking for a solution that would improve efficiency in this area.
This solution needed to be able to streamline social media management from start to end. And with brand personality being an important component in all their marketing efforts, it became one of the top deciding factors.
They tried working with ChatGPT and a few other AI tools. But they all produced results that are generic and are usually unusable without a lot of editing.
While looking for a suitable platform, they found Hypotenuse AI.
Unlike others, Hypotenuse AI is not only able to support their entire social media workflows but can also prepare tailored content that adheres strictly to PlayMade’s brand voice.
“It takes less time to tweak and sometimes when the content is generated, it’s already good to go,” Stephanie, Senior Marketing Manager at PlayMade.
For creative inspiration and preparing design briefs, the team now uses Hypotenuse AI's image generator HypoArt instead of researching on social media.
By describing their campaign or angle in a few words, HypoArt spins up ideas that the team can work off. The process becomes smooth and quick. It also delivers novel ideas that may not be available online.
Results
Since moving their social media workflows onto Hypotenuse AI, they’ve saved 40% of their time on content creation.
This helped free up capacity for PlayMade to focus on other marketing efforts like exploring new channels. LinkedIn is one of them. Similarly, it gave them a starting point where they continue to test and fine-tune.
In under 2 months, while putting out the same number of social media posts every week, they saw over 100% increase in reach and more than 200% increase in engagement. Overall quality of content has also improved.
With ambitious social media plans ahead, PlayMade has peace of mind that they can scale up steadily without diluting their brand.
