Company: Traditional Medicinals
Campaign: Plant Power for a Better You
Agency mix: Haberman (PR); Taboola (native advertising); One2One (influencer events); Zing (programming agency)
In-house team: Matt Crum, VP of marketing; Carl Henrickson, senior brand manager; John Churchman, associate brand manager; Maya Anderelli, marketing project specialist; Summer Singletary, social media specialist
Budget: About $2 million
Herbal and wellness tea company Traditional Medicinals launched an effort in October with the goal of increasing brand awareness and educating consumers about the benefits of its all-natural products.
"The initiative builds on the idea that plants possess great power," says Carl Henrickson, senior brand manager at the company. "It’s something we’ve known for centuries – people across the globe use plants to soothe, comfort, and heal."
To bring the campaign to life, Traditional Medicinals, with the help of PR agency partner Haberman, launched a brand publishing hub called the Plant Power Journal.
"We’re developing articles on a monthly basis around a number of different topics that tell a deeper story about Traditional Medicinals’ products – all the way to the herbalists who develop them," says Renee Rice, account director at Haberman.
The herbalists get involved with the entire process, including idea generation and editing.
"It’s not just marketers working on it," adds Henrickson.
Through social media, especially Facebook, which is managed internally, the brand is also promoting its Journal content to get more eyes on the site. Traditional Medicinals has more than 550,000 fans on Facebook.
When it comes to traditional media and bloggers, the company seeks what it calls "plant people," or those who have connections to plants and plant-based wellness, says Rice.
In October, Traditional Medicinals sponsored the international Eco/Wellness ShiftCon Social Media Conference, where the brand’s herbalists spoke with attendees and influencers about its products.
The campaign will run to the end of September 2015, with the heaviest push from October 2014 to the end of March because that is the heaviest tea-drinking time in the US, notes Henrickson. He adds that the brand will tailor content on the Journal to relevant seasonal events and holidays.