Background:

Relic Teas is renowned for its commitment to high-quality, authentic tea, providing rich flavors derived from traditional methods of small-farm, hand-plucked, loose-leaf camellia sinensis. The brand offers a selection of China’s most famous teas alongside premium Taiwanese Oolongs, some of the finest in the world. Relic Teas aims to connect tea enthusiasts with the rich heritage and meticulous craft of traditional tea-making.

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Challenge:

While Relic Teas possessed a strong product offering, they needed to enhance their brand storytelling to captivate a global audience and convey the depth of their tradition and the premium nature of their teas. The goal was to differentiate the brand in a crowded market by highlighting their unique family-driven, artisanal tea-making processes.

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Solutions:

Maaketto developed a comprehensive marketing strategy that leveraged unique storytelling and visual storytelling elements to showcase Relic Teas’ rich heritage and commitment to quality:

• Brand Storytelling: Enhanced the brand narrative by focusing on the family's involvement in tea cultivation. The marketing materials featured stories of the family members, illustrating their passion for tea and dedication to traditional methods.
• Illustrative Marketing: Created a unique illustration that depicted all three family members working harmoniously in the tea fields, surrounded by a vibrant ecosystem. This artwork was cleverly infused with tea elements and details that highlighted exploration and curiosity, reflecting the brand's ethos.
• Digital Campaign: Launched an interactive online campaign titled “Step into the Unknown,” which invited customers to explore the intricate world of Relic Teas through virtual tours, detailed blogs about tea cultivation, and stories behind each tea variety.
• Social Media Engagement: Utilized social media platforms to share snippets of the illustration, engaging followers with "find the hidden elements" games that educated them on the tea-making process and the brand’s heritage.
• Packaging Design: Redesigned packaging to incorporate elements of the main illustration, enhancing shelf presence and reinforcing the brand’s commitment to art and quality.

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Implementation:

The strategy was implemented over a period of one year, with each phase designed to gradually introduce the brand’s story and products to a broader audience. Analytics and customer feedback were continuously monitored to adjust strategies for maximum engagement.

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Result:

• Brand Awareness: Significant increase in global brand recognition, with a 50% increase in social media following.
• Customer Engagement: High engagement rates on interactive content, with notable increases in website traffic and time spent on pages.
• Sales Growth: Recorded a 35% increase in sales, particularly in premium teas, following the campaign launch.
• Award-Winning Packaging: Received accolades for innovative packaging design, enhancing brand prestige.

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Relic Teas’ collaboration with Maaketto successfully positioned the brand as a leader in traditional, artisanal tea-making. The innovative use of storytelling and visually engaging content allowed Relic Teas to connect emotionally with customers, driving both brand loyalty and premium product sales. This case study demonstrates Maaketto’s capability to weave compelling narratives into marketing strategies that elevate brand perception and market reach.

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