The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

TETLEY TEA USA


TETLEY TEA "PROPER OR NOT" DIGITAL CAMPAIGN

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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.