Tetley wanted to stand out in a sea of tea, and engage tea drinkers, mostly upscale, educated and socially involved women 25-44, in a relevant, unstuffy way, to build awareness and brand engagement. Goal of the campaign was to outperform both industry norms and Tetley's prior benchmarks, in clickthrus and actions completed; to achieve a lower cost per action, to positively impact awareness and purchase intent, and to surpass prior campaigns in likes, shares, entries and comments on Tetley's facebook page.
HEADSUP CREATIVE MARKETING LLC
Website: headsupnet.com/proper-or-not/
Location: US
About the Agency:
HeadsUp was the creative engine for the Proper or Not campaign idea, copy & visuals. The S3 Agency brought it to life with a sweeps in social media, The Goodway Group developed the digital media strategy that drove the campaign, and YouShallThrive, with 201 Marketing & Media, built the Proper or Not microsite that was home to the campaign.