HEALTH & BEAUTY
On a journey to inspire wellness and nurture community engagement
THE CHALLENGE
Consolidate social media presence
In 2021 we were challenged to develop Tetley Social Media Strategy to improve and consolidate its social media presence, ensuring a new way of communicating the brand and reinforcing its positioning in the market.
The process
Tetley Social Media Strategy was structured on the basis of the brand’s communication pillars: product, nutrition, recipes, health and well-being.
More than just a tea brand, Tetley’s purpose is to create moments in people’s lives. Thus, the need arose to focus its communication on inspiring and relatable content that motivates the community to seek well-being on a daily basis. To this end, we revamped the Tetley image on social media, making it lighter and cleaner. We created unique content through local production of original photographs and videos, which account for a large part of interactions with the brand.
As well as focusing on Instagram and Facebook, we ventured into the world of Spotify, creating playlists designed for different moments, creating a specific campaign to promote the launch of the new Podcast – Inspira-Tea – with great results.
Allied to a strong and consistent content strategy is a good digital performance strategy, where it was essential to adapt the investment objective to the type of content. We worked Paid Media in a balanced way, optimising different metrics such as Reach and Engagement, achieving below-average costs.
The impact
Just over a year later, Tetley community grew considerably on social media, with loyal community that interacts with the content, sharing with each other the brand values and mission. Over time, we reached 3 million people and achieved 36.004 interactions at a cost of 0.025€.
