Oregon Chai
Integrated Story
Oregon Chai is a category-creating brand that brought the chai beverage to the U.S. Over the years, competitive brands jumped on the chai bandwagon with messages of Zen. Oregon Chai is separating itself from the pack with a brand message of “Me Time” that resonates deeply with everyone living hectic lives. Oregon Chai knows how even five minutes with a cup of luscious Oregon Chai can refresh the day and repower the mind. So with that in mind, the brand took action to get the word out.
Oregon Chai Website
Oregon Chai – Integrated Story – Social Media – Facebook
Oregon Chai users are a busy group and use their chai time as “me time” to recharge. We help stimulate them with daily engaging posts that look at life through chai lenses, highlight new and favorite products and share recipes. All this helps inspire chai drinkers to enjoy their favorite beverage in new ways and reinforces the brand connection. It doesn’t hurt that we’re also driving traffic to the Oregon Chai website and signing up new e-newsletter subscribers.
Oregon Chai – Integrated Story – Social Media – Kindle Sweepstakes
With aggressive goals to grow its Facebook fan base, we leveraged the Oregon Chai target’s love of reading to create a simple fan-gated sweepstakes that became a catalyst for explosive growth. Additionally, more than two-thirds of the sweeps entrants committed to a deeper level of engagement with the brand by signing up for the e-newsletter.
Oregon Chai – Integrated Story – Digital
Our first goal was to get Oregon Chai in the hands of consumers. While those who know Oregon Chai are devout followers, overall awareness is low. So an FSI underscoring the value of “Me Time” drove people to purchase and to opt in for a free sample. Reaching out to mommy bloggers was a critical element of driving grassroots awareness. The landing page welcome was short and sweet, infused with the brand message that enticed people to sign up for future communications.
Oregon Chai – Integrated Story – Print
Samples of “Me Time” were artfully packaged in a direct mailer that gave a nod to the flavor profile and the brand. It included a coupon so the recipients could fill their pantry with future “Me Time.” The combination of the promotion and landing page worked together to propel redemption rates that dramatically exceeded expectations.
Oregon Chai – Integrated Story – Digital – Website
We refreshed the Oregon Chai website to demonstrate the warmth and personality of “Me Time” and to increase user engagement. Since Oregon Chai fits so many life situations, we created an Insiderʼs Guide to “Me Time” to draw people into the Oregon Chai experience.
Oregon Chai – Integrated Story – Social Media – Twitter Party
The Twitter party gave chai lovers the opportunity to enjoy some collective “Me Time” while engaging with the brand. Co-hosted with wellness expert Peggy Hall, the party offered “Me Time” tips, discussions and plenty of chances to win chai swag.
Oregon Chai – Integrated Story – Public Relations
Oregon Chai’s Wellness Kit engaged our target audience in an innovative and inspiring fashion. We scoured the Web for the top, influential bloggers to review our carefully crafted Wellness Kit, which included Oregon Chai and complimentary handpicked items to enhance their drinking experience. The results? Well, the bloggers were delighted, and now their thousands of followers are too.
Oregon Chai – Integrated Story – Public Relations
Trade show efforts helped bring Oregon Chaiʼs characteristic quirkiness to life (and drove event buzz) with souvenir pinwheels. In-booth massages also helped attendees realize the power of “Me Time.”
