The Tea Group – Launching #NationalTeaDay

The Tea Group is an inclusive community of tea enthusiasts and experts, revolutionising the Teatime experience. National Tea Day established in 2016 by The Tea Group, takes place annually on 21st April, The late Queen’s official birthday, to raise awareness of tea and its very special place in British culture. Celebrating all things tea, National Tea Day has now become the top trending hashtag on the day itself, accruing billions of media impressions every year.

The Campaign

HoPR was tasked with launching National Tea Day (NTD)to reach consumers, influencers and hospitality/event /consumer brands, via a joined up social media – organic and paid – and press campaign. The campaign, devised and managed by HeadOn PR included

  • Research into Brits’ tea drinking habits
  • Media briefing day on NTD
  • Expert Tea Day event at the Dorchester on NTD
  • Launch online tea shop, starting with Kate Moss on NTD
  • Self-Tea social media campaign in collaboration with international acclaimed artist, David Arnott as part of a fundraising campaign for Great Ormond Street Hospital

The Results

  • 77 pieces of coverage around NTD
  • 131 pieces of coverage in total in 4 months
  • 3.3 billion audience reach
  • 199 brand mentions
  • 18 backlinks (75% follow links)
  • 65 NTD selfies submitted via social media
  • 600% increase in website traffic to TTG’s online shop

Key Coverage included:

  • Good Morning Britain
  • Lorraine
  • Live on GB News – 3 times
  • The Independent
  • The Telegraph
  • Evening Standard
  • MSN
  • Daily Mail
  • The Times
  • Daily Star
  • Yahoo
  • Daily Mirror
  • The Sun
  • BBC Radio 2

HoPR managed all three @NationalTeaDay social channels (Instagram, Facebook and Twitter) and @TheTeaGroup’s Instagram account.

  • YOY @NationalTeaDay’s Facebook visit increased by 202%
  • YOY @NationalTeaDay’s Facebook paid search increased by 1,780%
  • Within a 20 day period we gained 98 new Facebook followers
  • YOY @NationaTeaDay’s Twitter engagement rate increased to 620% higher than average
  • Within a 20 day period we gained 373 new followers on @NationalTeaDay’s Instagram
  • We hit a KPI of 4K followers on @NationalTeaDay’s Instagram from 2,900 in two weeks which is an increase of 31%
  • Within a 20 day period we gained 200 new followers on @TheTeaGroup’s Instagram

If you have something exciting to share with your customers and would like to build your brand reputation and awareness, then call us now on 01242 335246 or 

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