Agility, Empathy & Willingness to Experiment…

Optimism instead of resignation. Bold new communication formats instead of paralysis. Creative experimentation instead of rigid campaign planning. The COVID-19 crisis put the communication structures of countless companies to the test, challenging businesses, agencies, and communication professionals alike to remain flexible and proactive. In times of uncertainty, agility and empathy are essential qualities for staying positively visible and responding appropriately to audience needs.

Pukka Herbs, renowned for its high-quality organic herbal teas, quickly recognized this and adapted its planned communication strategies to meet people’s evolving needs. Under the existing brand claim “Spüre deine Natur”, the premium organic tea brand launched a digitally focused campaign with the guiding theme “For Your Wellbeing.” Within a short time, modem conclusa successfully planned, coordinated, and executed the campaign, covering social media, blogger relations, website content, and press outreach.

Pukka’s wellbeing campaign was designed to provide people with meaningful support and foster a positive mindset during uncertain times. In a world turned upside down, Pukka aimed to be a source of comfort, offering helpful tips and recommendations on organic teas, herbs, Ayurvedic routines, yoga, and relaxation.

Adapting to the situation, modem conclusa swiftly developed the Pukka wellbeing guide on the brand’s official Pukka Herbs website – a dedicated landing page compiling practical tips, inspiration, and mindfulness practices for holistic wellbeing in challenging times. Click here for an insight into the wellbeing guide.

The campaign extended across social media, delivering content in engaging, visually appealing formats. This included a custom-designed series of social media posts offering valuable herbal tips to support holistic wellbeing. Expert guidance came from Dr. med. Marisa Hübner, an experienced Ayurveda doctor who provided authentic and credible insights.

On Facebook and Instagram , Pukka shared lifestyle images and everyday wellbeing tips, helping people find balance through simple rituals, such as a calming tea ceremony or mindfulness exercises.

In addition, Pukka Herbs Germany launched the Pukka Yoga @Home community, a solidarity-driven initiative developed by modem conclusa. In response to the #SupportYourLocal movement, Pukka provided visibility for yoga instructors who were only able to offer online classes. By featuring their virtual sessions on Pukka’s Instagram channel, the brand helped them reach a wider audience during a challenging time for their profession. The campaign gained even more traction through a successful blogger collaboration. Thanks to modem conclusa’s strong influencer network, Ayurveda expert and blogger Katharina Döricht (Tasty Katy) contributed an insightful blog post complemented by an extended social media activation. Her content added an independent expert perspective to the campaign, while her high reach helped expand Pukka’s audience beyond its existing community.

Ultimately, Pukka’s wellbeing campaign stands as a successful example of flexible, empathetic, and creative communication in times of crisis. By adapting swiftly and focusing on meaningful engagement, modem conclusa and Pukka Herbs demonstrated how brands can remain relevant and supportive during challenging times.