Work

SWEET LEAF TEA CAMPAIGN

Granny's Alamanac

Record-breaking temps + summer music fests = a serious need for refreshment. As a sponsor of major musical milestones such as Free Press Summer Fest, Lollapalooza, and Austin City Limits Music Festival, Sweet Leaf Tea wanted to deliver hydration ideas and hands-on fun to thirsty concert-goers.

Sweet Little Site

To meet the challenge, Springbox developed the Granny’s Almanac campaign. An engaging microsite featured video and editorial content, DIY activities and concert ticket giveaways while a social push drove users to experience it.

The "Sweet Deal Forecaster" displayed the current temperature at a user’s known location along with a daily pre-set "Sweet Deal" high. If the high was broken, a "Sweet Deal" on Sweet Leaf Tea was unlocked for users to print and redeem in stores.

Meanwhile, "The Great Grannyism Cap Off Contest" allowed users to submit and vote on favorite bits of grandmotherly wisdom. Quips such as, "Keep it sweet" and "Hey is for horses" rolled right in. Five lucky winners will get one year’s worth of tea and gear — and one of the five will see their Grannyism featured on a Sweet Leaf Tea bottle cap.

Socially Motivated

A social media push across both Twitter and Facebook drove traffic to the Granny’s Almanac microsite. Springbox created and managed two new tabs on the Sweet Leaf Tea Facebook page. The first featured Contests & Deals — driving fans to the campaign microsite — while the second featured photos taken at concert venues. Springbox uploaded photos so that fans could find and tag themselves to spread the word.

“We motivated fans to participate by connecting Sweet Leaf Tea with users’ real summer contests. We made it fun to see their contributions online — and potentially under a Sweet Leaf Tea cap.”

Katie Kirkpatrick Content Director, Springbox

Concert Goers Unite

As the summer music fests got underway, we saw evidence that the campaign was reaching thirsty music fans.

Facebook was the top source of visits, contest entries and votes, converting at more than 33%. Mobile Facebook traffic voted at a rate of more than 29%. During the campaign, Granny’s Almanac was the third top traffic source to Sweet Leaf Tea’s main site, and more than 90% of that traffic was comprised of new visitors.

This campaign is part of a two-year drive to grow awareness of the Sweet Leaf Tea brand. As Sweet Leaf Tea delivers fun year-round, those seeking new ways to stay cool and refreshed are taking notice.

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