Building a social tribe is important to any online business model. We created engaging and interesting content to keep our audience interested and engaged. The launch strategy for Puraty Organic teas used social media as the main channel to communicate with customers, using promoted posts and Facebook contests to increase reach and build an database for enewsletters. Samples were sent Facebook contest winners, and many posted positive feedback, fuelling conversations about the brand. We used the hashtag #puratylife in the campaign to aggregate customers’ experiences with the teas as well as the lifestyle choices that make them Puraty brand ambassadors.