Traditional Medicinals, the leading seller of wellness tea in the U.S. with a legacy spanning over 50 years, faced the need to enhance its brand awareness amongst existing and prospective customers after a long history of being known by their product names rather than brand name.
They challenged us to help them increase national brand awareness for Traditional Medicinals and trust in its wide range of products by leveraging product effectiveness and quality to boost their status as a leader in the market.
To position Traditional Medicinals as a leader in the natural wellness space, we emphasized their many medicinal-grade teas’ functional benefits for everyday ailments. We created an engaging series of “There’s tea for that!” short videos to showcase the breadth of their tea offerings and motivate users to choose Traditional Medicinals for natural wellness solutions.
In parallel, we crafted a brand awareness campaign that focused on the lifestyle aspect, highlighting how tea can enhance one’s wellness routine, regardless of where a person is on their wellness journey. This campaign spanned various digital platforms, including Digital Video, Connected TV, Interactive Video and Paid Social channels, to maximize reach and engagement.
In parallel, we crafted a brand awareness campaign that focused on the lifestyle aspect, highlighting how tea can enhance one’s wellness routine, regardless of where a person is on their wellness journey. This campaign spanned various digital platforms, including Digital Video, Connected TV, Interactive Video and Paid Social channels, to maximize reach and engagement.
To launch the Traditional Medicinals Brand Campaign, we leveraged digital video, which proved to be a high-performing and cost-effective medium, to both promote the Traditional Medicinals brand message and drive consumer engagement via hero products that educated consumers that “there is a tea for that!”
The media mix was led by digital video in the form of:
Performance strongly exceeded benchmarks for the CPG tea category.
Our paid social strategy played a pivotal role, capitalizing on its remarkable reach and frequency within a medium frequently visited by both of our key target audiences. By leveraging the power of paid social, we surpassed CPG industry benchmarks, achieving exceptional click-through rates on select channels, including:
To ensure a seamless and cohesive campaign experience, we undertook a comprehensive website homepage redesign which aligned with our strategy to establish Traditional Medicinals as a leader in the wellness industry. This reskin not only enhanced the visual appeal and user-friendliness of the website, but also heightened brand recognition by prominently featuring the brand’s extensive range of medicinal-grade teas and their functional benefits for everyday ailments.
Through the website, we successfully bridged the gap between our “There’s tea for that!” video series and the destination where our audience could explore the many product offerings and learn how Traditional Medicinals can enhance their natural wellness journey.
