CREATIVE CONCEPT / MARKETING STRATEGY / ADVERTISING / DESIGN / EVENT MANAGEMENT / PRINT PRODUCTION / SOCIAL MEDIA
Dragonfly Tea wanted a campaign to increase awareness of both the brand and the breadth of product range amongst their target audience, primarily ABC1 women, 35+ years old. Another key deliverable was to provide an environment where people could take ‘a little moment’ to try their teas in a cultural setting.
The core range of 15 organic teas needed to be the focus of the campaign, and success would be measured by campaign statistics and anecdotal feedback.
We created the ‘Story in a Teacup’ short story competition. Our idea was born from the ethos that the state of mind needed to appreciate and create artistic work is akin to that found by taking the time to enjoy a quality cup of tea.
There were three main parts to the competition: The 3,000 word adult competition with a huge first prize of £2,500, a 500 word Flash Fiction competition open exclusively to Facebook users, and a children’s competition.
An inspired touch across all three was the concept of using the wonderfully named teas such as Emerald Mountain and Moonlight Jasmine as story title choices for the entrants. One of the tea names was Skinny Dragon, which lent itself beautifully to be the story title the children were asked to take and interpret for their entries.
We devised a look and feel for the competition that had literary undertones, but was still distinctly the Dragonfly Tea brand. This was to be seen on everything, from Facebook banners to the uniforms of the roaming samplers at the Henley Literary Festival.
An inspired touch across all three was the concept of using the wonderfully named teas such as Emerald Mountain and Moonlight Jasmine as story title choices
It was for this festival that we established Dragonfly Tea as one of the main sponsors. With over 7,000 visitors, 62% of which are cultural 35+ women, the prestigious Henley Literary Festival was the perfect place to give the competition its prize-giving denouement. But that wouldn’t be all, as a lavishly dressed marquee in a quintessentially British afternoon tea setting would form the centre-piece of the Festival hub. Finding something new is often a pleasure, and people could discover new teas and new stories in one environment.
Taking 5 minutes to read the rich content of the short-listed story booklets was the perfect accompaniment to a cup of tea, and some critically acclaimed brownies! With so many people wanting a free tea, and a packed out town hall for the prize-giving, it stretched our event managing skills to the max, but we relished that and it was great to see so many people enjoying and discovering the brand.
As part of our management of all social media, an advertising campaign was launched across Facebook and Twitter, targeting the 5 million UK 35+ women who have tea and short stories as a hobby/interest. We engaged with groups such as the short story showcasing Booktrust.org (30k Twitter followers) and Writing.Com (99k Facebook likes).
What’s more, our friends at Henley assisted in securing some great press coverage, as well as star judges for deciding the competition winners. These included Charlie and Lola creator Lauren Child, Me Before You romance novelist Jojo Moyes, and former Absolutely Fabulous star Helen Lederer, who also hosted the prize-giving event with great aplomb.
The star judges included Charlie and Lola creator Lauren Child, Me Before You romance novelist Jojo Moyes, and former Absolutely Fabulous star Helen Lederer, who also hosted the prize-giving event with great aplomb.
Searching the land for unique, uncovered rarities in the world of literary talent mirrored the essence of the brand perfectly, and this was born out by the fact that over 1,000 adults and children were inspired to sit down and write a story. This was truly an amazing result for an inaugural year.
Social media was awash with positive comments of praise at the competition’s concept and aspirations to find genuinely new literary talent. We added over 2,000 likes to Dragonfly Tea’s Facebook page, a 21% increase, whilst Twitter saw followers go up by 74%.
The website received significant extra traffic. In August, the run up to the competition deadline, of the 55k page views, more were for the competition page than the homepage itself.
Yet that’s not all, as there was both national and regional press coverage, including articles in the Daily Mail online, the Huffington Post, and several appearances on BBC Radio Berkshire with Paul Ross. The finale at the Festival saw well over 2,000 cups of teas served in both the marquee and by the roaming samplers, which allowed for very personal and meaningful brand interactions.
Post event, the winning stories were published on the Arbuturian website with accompanying illustrations, giving these new authors a great showcase, whilst the competition as a whole gave the brand the perfect platform for a recurring campaign of huge potential longevity and growth.
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What appealed to us about the proposal from Gasp was the strength of the idea; making the tea titles integral to the competition was inspired. The management of the project’s critical path required real focus and planning, and to receive over 1,000 entries was an incredible result that far surpassed our expectations. The interactions both on social media and with the people enjoying our teas at Henley were hugely valuable and genuinely engaging. It was a successful campaign.
Georgia Ginsberg, Company Director, Dragonfly Tea