Traditional Medicinals faced competition with a variety of popular tea brands. The medicinal grade quality represented a core differentiator which provided a storytelling opportunity. The goal of the campaign was to drive awareness and create purchase intent.

To reach healthy adopter audiences, a social amplification and influencer campaign showcased tea as a part of daily routine, promoting everyday wellness. Publisher partnerships boosted the brand’s presence with complementary channels and communication. Augmented with market-specific mass media to drive awareness in high opportunity, international markets, the campaign drove an 18% lift in brand awareness and 19% lift in purchase intent. Those exposed to the campaign were motivated to find more information, indexing at 175.