Best Beverage Online Campaign

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.

Contributors:

Marketing Director, Tata Global Beverages:	Marc Birnbaum
Principal, HeadsUp Creative:	Alice Ely
Creative Director, HeadsUp Creative:	Michelle Hall
Account Director, The S3 Agency:	Jaime Hamel
CEO, The S3 Agency:	Denise Blasevick
President, YouShallThrive:	Nicholas Woodward
Principal, 201 Marketing & Media:	Roger Tashjian
Lead Developer, You Shall Thrive:	Andrew Stanish
V.P. Digital Media, Goodway Group:	David Kertesz
Account Planner, Goodway Group:	Talila Wellner

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.