These days, many Canadians search for new and natural ways to improve their well-being. Yet very few people are aware of Ayurveda – a 5,000-year-old holistic wellness practice that seeks to achieve inner balance.
To promote Tetley’s new Ayurvedic Balance Teas, we created a multimedia campaign that educated Canadians about Ayurveda, its benefits and how it can help you find your balance.
To launch the campaign and educate consumers about Ayurveda in an interesting way, we created a TED Talk-inspired speaker event in Toronto called TEA Talks (Tetley Education in Ayurveda).
The branded event featured experts across several Ayurvedic disciplines, including chefs, dietitians and yogis. Speakers included Chef Lauren Marshall, Ayurveda Practitioner Debra Joy Eklove and yoga instructor to the stars Yogi Cameron.
Topics included Ayurveda 101, Finding Your Balance, 3 Doshas and Food and Balance.
For those not in attendance, the event was live-streamed on Facebook so that Canadians across the country could tune in.
From photos to clips of our speakers, we used the event to create tons of social content. All content used #TetleyFindYourBalance and directed consumers to a microsite for additional content, education and product info.
We invited social influencers and media in the health and wellness space to attend the TEA Talks. They listened to the speakers, participated in workshops, sampled the products and spilled the tea on the new teas through their various channels.
We posted additional content to promote the teas, starting with a tea-ser. We also pushed consumers to take the What’s My Dosha quiz on the microsite to find their tea. And we posted on relevant days, such as International Yoga Day.
An Ayurvedic expert appeared on The Social to promote the teas and provide education around Ayurveda and finding balance. The hosts also sampled the teas.
A motion-activated screen challenged passersby to hold a Tree Pose for one whole minute.
If successful, the message was, “Our teas can help you keep your balance.” If they failed, the message was, “You could use more inner balance. Our teas can help.” Either way, they could scan a QR code for a coupon.
The microsite (written entirely by yours truly) acted as a hub for the entire campaign. It housed all the TEA Talks content. Plus, it provided info about Ayurveda, finding balance, the 3 Doshas and which tea is best for you based on your Dosha. The site also offered a short quiz to identify your dominant Dosha.