Chai Guys
THE OPPORTUNITY
In the UK, chai is everywhere on a menu and almost nowhere in context. It shows up as a flavour, a latte, a seasonal special. What we hardly see paired with chai is the ritual: the pot on the stove, the way every household makes it slightly differently, and the cup that comes out the moment someone walks through the door.
Chai Guys exist to tell that story. Their team felt the UK market hadn’t yet been exposed to the rituals of chai across South Asia, and that their own channels had stopped telling those tales the way they used to.
In the middle of a busy expansion period, Chai Guys came to Aam to bring life and soul back into the brand. Our London team took on the social program end to end: the audit, the strategy, and the monthly content production that would make the page relevant again.
THE APPROACH
A brand in expansion doesn’t have months to find its voice again. We moved fast, then built consistency the channel could keep.
PHASE ONE: AUDIT AND RESEARCH
In just a few days, our London team ran a social-wide audit of Chai Guys’ accounts and researched the trends that could bring the page back into relevance. Before we shot anything, we knew what was working, what had gone quiet, and where the perception gaps were.
PHASE TWO: TWO SETTINGS, ONE STORY
We split production between the shop and the home. In-store content carried the brand, the team, and the experience of visiting. At-home content, shot in a UGC style, showed the CPG line in real kitchens, so customers could picture the Chai Guys in their own.
PHASE THREE: FAMILIAR FACES
We put the team on camera. Behind-the-scenes content gave customers people to follow, and gave regulars a reason to say hello in person to the faces they’d seen on Instagram and TikTok.
WHAT WE DID
SOCIAL MEDIA AUDIT & TREND RESEARCH
We audited every account across the brand’s social presence in a matter of days, then researched the formats and trends that could make the page relevant again. The audit set the direction for everything that followed.
CONTENT STRATEGY
We rebuilt the content mix around the story Chai Guys wanted to tell: the rituals of chai across South Asia. The calendar rotated through specific products, seasonal moments, and the team itself, each one chosen to strengthen loyalty and connection with the brand.
CONTENT PRODUCTION: MONTHLY SHOOTS
Every month, we produced content in two settings. In-store shoots captured the shop, the drinks, and the people behind the counter. At-home shoots replicated UGC style to show the use cases of the CPG line, encouraging customers to bring Chai Guys into their own homes.
COMMUNITY & BEHIND THE SCENES
We made the team part of the brand. Behind-the-scenes content drove engagement online and in person, so the stories customers followed in Reels and posts carried through to the shop floor.
THE RESULT
159K+ views on TikTok
333% bump in website traffic after the content went viral
We created content built around a ritual, not just product, which helped the brand find its audience. A viral moment on TikTok carried over to the brand’s website, turning views into visits and leading to a spike in sales around the holiday period.
Beyond the numbers, Chai Guys came away with a channel that sounded like them again: a content system split between store and home, a monthly production rhythm, and a team customers recognise.
