From PR to tea tasting.
This year, we are working on a special project for our long-standing client, Pukka: managing the international ‘Nothing Beats Nature’ campaign in the DACH region. The campaign focuses on the power of nature, a message that we have made sure is clearly communicated.
As an agency, we managed the campaign across multiple channels. This included PR activities such as press releases and target-group-specific advertorials in trade and consumer media, as well as social media activities and influencer marketing. Our involvement in the latter extended from selection and contact to the publication of the content. Our goal was to convey the campaign’s message authentically to the relevant media and communities.
A particular highlight was the launch event for the campaign: a two-day sampling promotion held at the Berlin shopping centre “The Playce” on Potsdamer Platz at the end of February. Visitors were able to sample Pukka’s organic teas, learn about the brand, and immerse themselves in the world of herbs. The event was a great success: over the two days, we handed out 10,000 samples and served around 2,000 cups of herbal tea.
For us, this involved far more than traditional PR work. We conceived and coordinated the entire campaign on site, including the design of the new exhibition wall and stand, and the merchandise design. We also managed the organisation of the entire space. Our responsibilities also included serving tea, liaising with the centre, and supporting the two influencers on site.
The images and film footage were provided by our partner agency, forStory.
Projects like these showcase what we at modem conclusa particularly enjoy doing: thinking through and implementing holistic campaigns. This involves everything from strategic communication through media and social media to influencer work, as well as standalone events and on-site activations where brands can be experienced first-hand.
For us, ‘Nothing Beats Nature’ is a prime example of how PR, social media, influencer relations and events can be integrated to form a cohesive whole. It is precisely this integration that defines successful communication today.