THE CHALLENGE

Hain Celestial Group is an industry leader of natural food and personal care with premium brands like Sensible Portions Veggie Chips, Terra Blue Chips, and Celestial Seasonings Tea. Celestial Seasonings Tea serves 1.6 billion cups of tea a year, with the goal of bringing a smile with every cup of tea. For its seasonal campaign, the brand wanted to drive engagement and purchase intent for its naturally sourced tea, available at Walmart. Celestial Seasonings Tea partnered with Linqia to leverage the power of influencer marketing and launch a massive campaign entitled “Enjoy a Cup Full of Flavor” with the goal of leading the consumers to their nearest Walmart.

THE SOLUTION

To reach the everyday mom, Linqia partnered with Hain Celestial to identify the right influencer categories that would make the biggest impact on their target audience – lifestyle, food and parenting. From there Linqia’s proprietary technology selected 35 millennial moms that mirrored the brand’s persona, and –  had a very strong interest in healthy living. Once armed with creative direction, influencers leveraged both long-form blog content and popular short-form social media platforms (i.e. Instagram, Pinterest and Twitter) to showcase how they enjoyed their favorite Celestial Seasonings tea. 

To keep the momentum going beyond the influencers’ built-in audiences, Linqia optimized the  campaign to reach more consumers through paid channels. Linqia first turned the organic content into Facebook and Instagram ads, then analyzed which assets to amplify at scale. Linqia’s patented technology tested the influencer content to find the right pairing of content with smart audiences, then ran the campaign through paid channels to deliver optimal results. 

“The effect of influencer marketing extends way beyond the life of the campaign. You can leverage much of the content in other digital marketing efforts and create more efficiencies” ~ Yolanda Youts, Director of Shopper marketing and insights

Linqia helped the brand deliver an extensive pool of engaging messages to customers with a clear call to action – to get the product from their nearest Walmart, to enjoy the pleasure of the soothing beverage at the best price.

THE RESULTS

Hain Celestial received both impressive results with high engagement, as well as a plethora of compelling content that the brand reuses in its other marketing initiatives.

The key metrics from this campaign coupled with Linqia Insights helped Hain Celestial learn that health and wellness messages had the campaigns highest engagement rates. With these findings, Hain Celestial built an entire influencer marketing campaign on Health and Wellness, as well as incorporating this message in other future marketing campaigns. In that second campaign, Hain Celestial found that the highest performing content came from the concept around New Years Resolutions with headlines like “Achieving Wellness in the New Year”.

  • Linqia influencers created 550+ pieces of creative and content assets that could then be used in other marketing channels
  • Influencer content drove not just true engagement, with more than 30,000 engagements
  • Linqia’s influencer content across Twitter, Pinterest and Instagram also delivered close to 13,000 clicks – nearly twice its projected goal