More Than Tea
Client: Teavana Craft Iced Teas
Date: Oct-Nov 2019
Aspire presents More Than Tea Tour sponsored by Teavana Craft Iced Teas
An 11-City HBCU Tour
Historically black colleges and universities (HBCUs) have an important role in the African American community, and the business world, based on the $400 million buying power of the college-age demographic. To realize our goal, we needed more than just a college tour campaign, we needed a holistic engaging experience that would introduce and expose Teavana Craft Iced Teas to Historically Black College & University students.
We wanted to bring it to life in a way that would enter the students’ consciousness and spark imagination. It was a campaign with a sharp point of view—More Than Tea—and it aimed to take on the dull, predictable notion of both tea & education that dominates nationwide.
Objectives
- Create dynamic campus experience for 11 HBCUs
- Introduce Teavana Craft Iced Tea products
- Reinforce Education with $10,000 Aspire Scholarship
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IDEA
Aspire Presents More Than Tea Tour sponsored by Teavana Craft Iced Teas addresses key retention and development areas through a series of motivational, informational, and engaging activities designed to spark thought. The More Than Tea Tour (MTTT) was an out-of-the-box educational experience discussing accountability, purpose finding, and self-trust through the Aspire Dream BLDRS™ stations while also introducing students to the taste and benefits of Teavana Craft Iced Teas.
Nationally recognized Speaker Author and HBCU graduate Patrick Walker-Reese and the ASPIRE team will lead students through an intimate 1-day experience. The day was designed to spark thought, introduce students to the taste and benefits of Teavana Craft Iced Tea while discussing mindfulness and career readiness through the Aspire Dream BLDR™ stations.
The MTTT featured a Mindfulness Connection, a snapshot to strategies for success learned in the Mind BLDR full program led by Team USA Athlete & D1 Coach Christina V. Raiford.
Introducing a new way to feel present and connect your thoughts and emotions to your body. As Aspire’s Chief Mind BLDRS, Christina consistently recommends creating immediate positive mindset changes and lasting self-awareness. Mind BLDRS: Connection will further help you clarify your vision, goals, and routine toward a more proactive path.
Each campus experience included corporate and community partners that drove student engagement, Teavana Craft Iced Teas brand and product experience including tea sampling.
Experience Highlights
We created more than 200 pieces of unique content in real-time, crafted, and delivered a digital interactive session for students. The campaign included data collection and a dynamic visual team that captured photography and produced visual recaps for sharing. We tracked and measured engagement through social media, dynamic digital interface, and website.
- Debuted in Atlanta at the HBCU National Hall of Fame pageant.
- $10,000 Scholarship Give-A-Way Contest
- Mind BLDRS Mindfulness Experience: Intro to Teavana Craft Iced Tea
- Teavana Craft Iced Tea Tasting Experience
- Digital interactive workbook
- Dream BLDRS
- Teavana Day on Campus with Swag Bags and Giveaways
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INSIGHT
It was important for this campaign to feel like something that students wanted to be a part of. “The team even used elements inspired by hip-hop and pop culture in the design and the activation. We wanted these sessions to feel like an experience, that was fueled by Teavana Tea.
This 9-week campaign touched over 2500 students. We knew that the $10K scholarship would attract a lot of students and attention. We also knew that requiring students to complete one additional action step would help us identify the truly ambitious students. Of all the students that attended the on-campus sessions less than 10% of them submitted scholarship submissions. It is a fun and ambitious future, the younger generation but they are inundated with so much information on a daily basis they are much slower to act. On every campus the lack of minority males was alarming. The Dream BLDRS stations engaged students and left them with tools to use.The Mind BLDRS: Mindfulness meditation was arguably the most meaningful part of the experience. Students opened up about the benefits of learning the breathing techniques, and meditation tips. Many of the students were unfamiliar with Teavana tea, but by the end of the session, the tea was praised by almost all the students, so much so that leftover cases became a fan favorite.
More Than Tea - Dream BLDRS
IMPACT
The More than Tea Tour clearly struck a chord—drawing an average of 38,000 impressions on Instagram during the More Than Tea Tour. Through our engagement, we learned 61% of the students have never tasted Teavana Craft Iced Teas before the Dream BLDRS Experience, however, students ranked teas 4.5 out of 5 in overall enjoyment.
- Teavana Craft Iced Tea's Pineapple Berry Blue Herbal Tea was Rated the #1 flavor amongst students!
- Top 5 Cities based on social media interaction: Nashville, Winston-Salem, Charlotte, Atlanta & Tallahassee
- Shari Campbell of Florida A&M was the recipient of the Aspire $10,000 Scholarship. Learn More
Dream BLDRs data reflects:
- 45% of the students identified Healthcare as their aspiration
- 51% of the students identified as Owls meaning they value Information and Collaboration
- A majorirty of students identified Poverty as the world's biggest issue
