The New York Chapter of the Public Relations Society of America (PRSA) awarded Pollock Communications a Big Apple Award for our successful work on the Tea Council of the USA #IndividualiTEA social media campaign. The purpose of the campaign was to highlight the many positive benefits of tea by generating publicity, social buzz and excitement for National Hot Tea Day and Month in January. Pollock strategically created the #IndividualiTEA sweepstakes, encouraging millennials to share images on Twitter highlighting the individual ways they enjoy tea (with #IndividualiTEA) for a chance to win.
The sweepstakes was a creative way to utilize social media to expand on an existing tea event and capture the interest of the millennial audience, drive conversation about tea and encourage tea consumption. Our efforts included traditional media outreach and social influencer partnerships to help create news and secure positive stories about tea timed to National Hot Tea Day and National Hot Tea Month.
The campaign resulted in 360 MM media impressions with a total potential reach of 2 billion impressions through social media. We’re toasting with tea to celebrate this tremendous success!
For more information on how Pollock Communications can create award-winning programs for your organization or brand, contact us.