Spilling the Tea with Tetley. How we elevated Tetley’s campaign through a Val Morgan Group solution.

Tetley Tea's 'Spill the Tea' campaign is centred around the latest entertainment news and gossip. With this in mind, they wanted to connect with a more youthful audience and strengthen their connection to pop culture breaking the mould of the traditional tropes of tea.

 So, together with our friends at Val Morgan Digital, we put our thinking caps on and proposed the perfect solution, utilising both our outdoor and digital networks.

 Through our outdoor retail network, the campaign came to life across our reach and large format screens, enabling Tetley to connect with their target demographic on the path-to-purchase. We brought the brand closer to grocery stores where the product could be purchased - the ultimate solution to unlock high mental and physical availability.

 Taking the campaign one step further we implemented a dynamic creative solution, enabling Tetley to 'spill the latest tea' with their campaign creative updating with trending news and entertainment gossip of the past 24-48 hours.

 Through our digital network, we implemented a three-pronged strategy across POPSUGAR to enable Tetley to align with the latest news and trends to connect with a younger generation of tea drinkers. This included a tailored website content hub titled "Spill the Tea" covering the latest Hollywood gossip and entertainment news. The second component included 3x bespoke videos produced by our content team which was amplified across POPSUGAR's Instagram and Tik Tok (spoiler alert: they went viral). This was supported by a display campaign across the POPSUGAR website.

 Don’t worry, we’ll spill all the tea on the fabulous results of this campaign.

 Our outdoor network strengthened the campaign, ultimately outperforming our retail engagement benchmark. Additionally, the target demographic for this campaign, P18-39, made up 67% of the total audience.

 Our digital network also delivered impressive results across the three-pronged strategy. The "Spill the Tea" content hub was live for four months, generating over 187,000 page views and featuring over 130 articles. This strong performance continued across POPSUGAR’s Instagram and Tik Tok achieving an impressive collective social reach of 805,000, while the PSA video activity garnered 365,655 views—exceeding the initial target by 22%.

 We also conducted a brand uplift study, which measured the effect of the campaign across four key metrics: awareness, consideration, preference, and action intent. Through 1,850 responses, Tetley's familiarity as a brand grew by 13.6% across the campaign period.

 Divya Shrivastava, Head of Marketing at TATA Australia, commented on the success of the campaign and its impact on the 'Spill the Tea' initiative.

 "Tetley Australia's ‘Spill the Tea’ campaign was a groundbreaking initiative, born from our idea to engage consumers with reactive content that spills the latest hot topics and entertainment news ahead of the curve. This was a first-of-its-kind campaign in the Australian market on this scale, and we were thrilled to see its potential for connecting with a younger audience in a dynamic and relevant way. Val Morgan Group played a crucial role in the successful implementation of this vision, providing invaluable support and expertise across their outdoor retail network to drive path-to-purchase and their innovative digital strategy to amplify our message across platforms. Their collaborative spirit and dedication were essential in bringing our concept to life and achieving its overwhelming success, and we highly value their partnership."

Through the use of our group approach, Tetley’s brand was amplified in a fresh light, reaching new audiences through alignment with the latest hot gossip and news. This relevance to current events ensured that Tetley stayed connected with today's consumers.

Curious to see how you can align with both our outdoor and digital networks? Reach out to your account manager today to see how we can elevate your next campaign in the same way we did with Tetley's.

Previous
Previous

VMO takes outdoor advertising to a whole new level with the launch of Dimensions.

Next
Next

VMO signs on 100 shopping centres with Region Group.