Although a target “tea drinker” spans many demographics, Ziegert said the brand works with IPG-owned agency R/GA to determine which channels to activate to reach varying segments of Celestial Seasonings users.
For this campaign, Celestial Seasonings wanted to achieve wide reach via Facebook and identify audiences on key publishers that were contextually relevant to its campaign goals. It began with banner ads before R/GA created a series of animated videos.
“We are absolutely looking at this from a holistic perspective, so we want to ensure the decisions we make are founded and rooted in fact and data,” Ziegert said. “We realized it was important to use different vehicles, which do more when they’re activated collectively than in isolation.”
In a couple of weeks, the brand will also kick off an experiential marketing event to drive offline engagement, potentially targeting 140,000 of its most loyal purchasers who visit its facilities each year through organized tours.
“With our agency’s help, we’ll keep evaluating the effectiveness and efficiency of each of these executions,” Ziegert said. “It’s going to be an iterative process for us.”
Correction: R/GA is an Interpublic Group company, not Merkle as originally stated.